Nurturing children is a caregiver’s calling.

The Challenge
Hiring nurses and therapists to care for critically ill children was a top priority, but attracting talent to in-home healthcare came with a challenge. Younger healthcare professionals could perceive traditional hospital and clinical environments as more progressive or innovative. We needed to shift that perception and show candidates the unique opportunities that come with providing care in the home—including flexibility, meaningful patient impact, and the close-knit relationships built with families and fellow caregivers.

The Solution
We put the people and their experiences at the heart of the recruitment story. Through a redesigned career website, targeted social media content, animated and static creative, and digital banner ads, we showcased first-hand perspectives from nurses and therapists and the reasons they found the work so rewarding. Rather than simply describing the benefits of the roles, the creative demonstrated the flexibility, immediate and lasting impact, and strong sense of community that made the organization unique. The result was a more authentic recruitment experience that connected emotionally with candidates and brought the heart of the organization and its work to life.