How Mercy Converted 8.8% More Career Site Visitors into Hires in 3 Months
"We agreed to a 3-month pilot with Dalia and doubled our budget within the first month because we were getting great results. Every month we are hitting new highs in completed applications and hires."
Executive Director, TA Innovation
❌ TA team needed to make more hires to meet company growth
❌ Job advertising was becoming more costly and less efficient
❌ Job seeker traffic was coming to the career site, but not applying
❌ Needed an innovative way to engage visitors and convert them into hires
✅ Mercy connects with job seekers who browse but don't apply on their career site
✅ Job seekers are nurtured to apply with targeted, SMS & email job alerts
✅ Job seekers are blown away by the personalized and timely job alerts
✅ Mercy converts passive interest to warm applicants and hires
📈 Mercy increased the hiring rate of career site visitors by 8.8%
📈 Mercy is hitting new highs in completed applications and hires every month
📈 Job advertising ROI and efficiency increased substantially
📈 Dalia increases recruiter productivity by automating lead engagement
How Mercy Converts More Career Site Visitors into Hires
Mercy is one of the top 25 largest healthcare systems in the United States and today has over 6,000 job openings. Their talent acquisition team is responsible for staffing more than 300 offices in eight different states across the Midwest.
Like many in the healthcare industry, Mercy's hiring needs continue to be on the rise.
“The last three years we have hit all-time highs averaging 19,000 hires per year. This year we’re on pace to eclipse 20,000,” says Paul Kinsey, Executive Director of Talent Acquisition Innovation at Mercy. “Efficiency has been a big point of focus. We’ve made several acquisitions over the past year and need to continue to grow hiring. That’s what led us to Dalia.”
Mercy relies on Indeed, ZipRecruiter, and many other job boards for applicants, but costs increased as they scaled up their job advertising to meet increasing hiring goals. That made it challenging to maintain the same level of ROI and efficiency.
“We can easily drive more top-of-the-funnel traffic and clicks, but we wanted to be strategic and focus on driving more hires,” says Paul. “Dalia allows us to make more hires from our top-of-funnel interest."
"We can easily drive more top-of-the-funnel traffic and clicks, but we wanted to be strategic and focus on driving more hires. Dalia allows us to make more hires from our top-of-funnel interest."
Paul Kinsey, Executive Director of TA Innovation at Mercy
Connect with job seekers and nurture them to apply
Mercy turned to Dalia to do more with their advertising spend by converting more of their paid and organic career site visitors into applicants who are likely to be hired.
Busy, in-demand healthcare job seekers often browse career sites on their phones but are unlikely to go through an application process. Dalia lets them easily connect when they're showing interest on the career site and then nurtures them with highly personalized, targeted SMS and email job alerts.
This keeps Mercy top of mind for busy candidates and brings them back to apply when they're able - driving more qualified applicants and hires.
With the added focus deeper in its recruitment funnel, Mercy converts passive interest to warm applicants resulting in more intentional candidates who are more likely to get hired.
Recruiters carry the burden of consistently closing out requisitions and it is often too time-consuming for them to keep leads or passive applicants engaged.
“Our recruiters carry heavy requisition loads so having this type of automation behind the scenes really improves recruiter productivity,” says Paul. “That in turn empowers our recruiters to add more human touch points, provide consistent communication, and deliver a better candidate experience.”
“With our level of hiring we need multiple avenues to reach candidates and connect them with openings,” says Paul. “Dalia impacts hiring across all eight of our job categories from entry-level roles like housekeeping to more skilled positions like RNs.”
Mercy converts 8.8% more visitors into hires in 3 months
Healthcare Systems like Mercy are constantly seeking ways to stand out in a saturated market where there are more nursing jobs than nurses available.
“In the interest of innovation we do a lot of different pilots,” says Paul. “We agreed to a 3-month pilot with Dalia and doubled our budget within the first month because we were getting great results.” In just the first few months of the pilot, Dalia increased Mercy’s hiring rate of career site visitors by 8.8%.
Job seekers have a lot of choices and an employer’s brand might not always resonate from the first touch point. Consistent engagement with jobseekers who have browsed Mercy's site, and potentially other competing brands, has allowed Mercy to stand out in their jobseeker journey.
“Every month we are hitting new highs in completed applications and hires,” says Paul. “We are excited to continue partnering with Dalia to maximize conversion to hire and the efficiency of our recruitment advertising.”