Revolutionizing Recruitment: Humber River Hospital Doubles Nursing Applications with ManyChat

Humber River Hospital is a major acute care facility in Toronto, Canada, and North America’s first fully digital hospital. Founded in 1997, the hospital’s mission is to leverage its state-of-the-art facility to achieve exceptional patient care for the community. The hospital was already dealing with a nursing shortage before the COVID-19 pandemic. Once the pandemic hit, the need for a more efficient way to hire qualified nurses for the ICU unit became even more pressing. The hospital was seeking a cost-effective and efficient solution to attract and qualify top-tier ICU nursing candidates.

Humber River Hospital, a major acute care facility in Toronto, Canada, was grappling with a significant challenge - the nursing shortage. The hospital was continually seeking first-rate ICU nursing candidates to staff its facility. However, the traditional recruitment methods, such as job ads on Indeed, were not yielding the desired results. The high competition among other Toronto hospitals made it difficult for Humber River Hospital to stand out with only a text ad. This resulted in a low return on investment (ROI) for its high cost. If the hospital didn't get enough candidates through job boards, they would have to resort to recruitment agencies, which cost an average of $15,000 per hire. The hospital was in dire need of a more cost-effective way to attract and qualify candidates for its internal recruitment agents.

To overcome this challenge, Humber River Hospital partnered with Adam Chambers, founder of digital recruitment agency, Applichat. They redesigned the hospital's lead generation process and created targeted Chat Marketing recruitment campaigns. The hospital simplified the campaign's reach by focusing on one channel where job seekers were searching: Facebook. They ran targeted Facebook ads by location and interests to seek out candidates with the specific skills they needed. When job seekers clicked a Humber River Hospital ad, they entered a Messenger conversation with the hospital, which improved engagement and conversions. The hospital also automated the lead qualification process. Potential candidates would answer a series of questions in Messenger to see if they were a good fit. This scaled the way Humber River Hospital interacted with customers and made it easier to provide one-on-one service.

• By transitioning from traditional job boards to a Chat-based marketing system, Humber River Hospital was able to revolutionize its recruitment process. The interactive recruiting process not only saved them money but also valuable resources when looking for qualified nursing candidates. The targeted Facebook ads and the automated lead qualification process improved engagement and conversions. The hospital was able to interact with potential candidates on a one-on-one basis, making the recruitment process more personalized and efficient. The new recruitment strategy also allowed the hospital to filter out candidates without the proper qualifications, ensuring that only the most suitable candidates were considered for the ICU nursing positions.

• Potential $10,000 reduction in cost per placement

• 2X increase in booked interviews

• 58 qualified applicants in 40 days