The Veterans Health Administration (VHA) Recruitment Marketing and Advertising for VA Careers program has been named a 2020 Disruptive Tech Program Award Winner by G2Xchange and FedHealthIT Emerging Technologies. The annual Disruptive Tech Program awards recognize leading Federal IT leaders and emerging technology solutions that support Federal modernization initiatives.
The VA Careers campaign, managed by Aptive, combines cutting-edge recruitment strategy with compelling creative and targeted digital advertising to help achieve and exceed healthcare employee staffing goals. The campaign targets audiences using data science, optimizes tactics on the fly and tracks conversion and ROI in near real time.
VA Careers’ disruptive aspect, and the reason for its success, is a digital approach to recruitment marketing. The team creates customized campaigns to target specific audiences. Example of this success include geotargeting medical schools and hospitals to connect with viable candidates and implementing a “text recruit” campaign for nurses that links candidates with recruiters and fast-tracks them through interviews and hiring. Other innovative tactics include utilization of Connected TV (e.g., ads on Hulu’s top medical dramas) – a first for VA – which dramatically increased overall awareness rate.
Aptive’s digital campaigns enable improved performance monitoring through a real-time business intelligence platform, pulling insights from 25 data sources. The business intelligence platform, created in partnership with cloud data platforms Snowflake and Looker, improved reporting efficiency from four months to one day.
For VA, Aptive’s approach to digital marketing contributed to 2,068,159 applications and 49,409 hires last year, a notable increase from the previous year. VA’s recruitment efforts are unusually cost-effective and efficient, for example, 8,160 nurses were hired at a cost per hire of 1/10 the industry average. Recently, the team quickly stood up a one-of-a-kind recruitment campaign in the face of COVID-19, successfully calling many Federal retirees back to service to provide pandemic-related surge support.
“It’s an honor to support VA recruitment and to be distinguished alongside other innovative federal government agencies recognized,” said Aly Glick, Aptive Vice President for Communications and Marketing. “We look forward to continuing to drive innovation for VA and use cutting edge technology to recruit and retain quality employees to care for our nation’s Veterans.