Elevating Employer Brand
and Driving Quality Applicants

Children’s of Alabama is a nationally recognized pediatric medical center providing comprehensive healthcare services to children across the region. With a strong reputation for clinical excellence and compassionate care, the organization needed to elevate its visibility as an employer of choice to attract quality candidates across various departments.

The Challenge

Children’s of Alabama sought to increase awareness of its workplace culture and promote openings in several high-priority areas, including Registered Nurses (RNs), Lab Technicians, PACU/OR Nurses, Patient Care Technicians, and Food Services Staff

Their goal was twofold: reach both active and passive candidates and drive them to the careers page to explore and apply.

The Solutions

Advance Recruitment developed a comprehensive, six-month campaign using a mix of high-performing digital channels. By combining storytelling with strategic targeting, the campaign brought employee testimonials and workplace culture to the forefront.

YouTube
TrueView

Video testimonials spotlighting lab and clinical support roles

Facebook and Instagram ads

Promoted culture, job impact, and benefits using video and static ads

Sponsored Content

Highlighted PACU/OR nursing positions through long-form storytelling

AL.com
Display

Delivered widespread brand visibility and awareness to passive candidates through static display ads

CPC
Display

Used targeted, static ads to promote RN, Patient Care, and Lab Tech roles—driving high click volume to the careers page

The Results

Meta Ads

  • 1M+ impressions
  • 246,612 people reached
  • 35,891 clicks | 3.46% CTR
  • 58,492 page engagements
  • +68 new page likes

YouTube TrueView

  • 350,000 impressions
  • 914 clicks | 2.6% CTR
  • 189,000 video completions (54.42% view rate)

AL.com Display

  • 1.5M impressions
  • 2,500 clicks | 0.16% CTR

Sponsored Content

  • 40,000 impressions
  • 245 article views
  • 3 CTA clicks
  • Average time on content: 32 seconds
  • Total time on content: 2 hrs 8 mins

CPC Display

  • 147,000 impressions
  • 31,762 clicks | 5.80% CTR

The Impact

By promoting authentic employee stories and strategic job messaging across digital platforms, Children’s of Alabama significantly expanded its reach and engagement with potential hires—particularly passive candidates. The campaign not only boosted awareness of their employer brand, but also delivered measurable traffic to their careers page.

Advance Recruitment is proud to have partnered with Children’s of Alabama for over 8 years, supporting their ongoing talent acquisition goals through customized recruitment marketing strategies. Throughout our collaboration, we have developed and executed a wide range of successful campaigns aimed at enhancing job visibility, increasing traffic to their careers page, and effectively positioning Children’s of Alabama as an employer of choice in the healthcare space.

Our team has worked closely with Children’s of Alabama to market hard-to-fill and high-priority roles, including Registered Nurses (RNs), Lab Technicians, PACU/OR Nurses, Patient Care Technicians, Food Services staff, and many others. By leveraging data-driven strategies, creative storytelling, and targeted outreach, we’ve helped drive awareness and engagement among both active job seekers and passive candidates.

Over the years, we’ve implemented continual optimizations across digital channels to ensure improved performance—from refining job ad copy and creative to recommending platform shifts, geotargeting techniques, and audience-specific messaging. We’ve also played a key role in helping Children’s of Alabama share authentic employee testimonials and highlight their strong workplace culture through multimedia content, giving candidates a genuine glimpse into life at the organization.

Our sustained partnership with Children’s of Alabama is a testament to our shared commitment to excellence, and we remain dedicated to supporting their recruitment success now and into the future.

Sam Hill, Senior Account Executive, Advance Recruitment

If you’d like to learn more about how we can help you adapt to the evolving marketing landscape and ramp up your efforts, please contact us today.

Published On: 07/22/2025

Who We Work With.

Let’s talk about your recruitment strategy.