Recruiting Campaign Helps Caregivers Connect in Eastern Iowa

As a full service ad agency, we love helping brands connect with their ideal audiences in meaningful and relevant ways, whether that’s through marketing campaigns about their products and services, or in the case of Care Initiatives, a recruiting campaign on social media to attract potential team members.Care Initiatives, a long-term nursing organization in Iowa, needed help recruiting qualified CNAs, RNs, LPNs and dietary aides in the eastern Iowa area. After analyzing the target audience’s media consumption habits, we determined that a recruiting campaign conducted through Facebook was the optimal channel to help connect Care Initiatives with the caregivers most suited to join their team. Our efforts resulted in a 64% increase in career site traffic and an overall increase in applications.

Care Initiatives Facebook Ad

Care Initiatives Recruiting Campaign, Strategy and Results
OBI Creative crafted a Facebook advertising strategy including campaign goals, objectives, targeting options, ad placement and budget.

Starting with research, we built out the campaign, including graphics and copy to drive users to Care Initiatives’ career page. We developed ad sets based on each geographical market and created two ads for each job posting to A/B test performance and determine which visuals and messaging most resonated with the audience.

Care Initiatives Facebook

The campaign ran for four weeks, throughout which we adjusted ad imagery, copy and daily budget to boost engagement. Within just four weeks we saw:

  • Overall campaign reach of 23,366 impressions
  • Total interactions of 506 and 327 clicks to the website
  • An increase of 64% career site traffic during the campaign
  • An increase in applications


Reach your ideal team. Let OBI Creative perform a recruiting campaign for you today.