WIJ.ZORGEN | Making a difference in healthcare with effective recruitment campaigns

How can we make a larger contribution to the staffing shortage in healthcare in an efficient manner? By efficient, Wij.Zorgen means finding a balance between increasing applications/placements and managing a workload that is feasible for talentscouts. Wij.Zorgen aims for more control and oversight over the number of leads, and also seeks the ability to respond effectively to both external and internal developments. This is a challenge that we at nextlane® are eager to addres

We always start with an analysis of the current situation. Once we understand where the client stands, we craft a marketing growth strategy tailored to their needs. The strategy, in a nutshell? A data-driven performance strategy with a dynamic element.

We began with a measurement plan (Google Tag Manager, GA4, Google Ads, and Meta) as a foundation. The customer journey from an applicant to a placement is a lengthy one. Additionally, we want to identify the sources of actual high-quality applicants to allocate the budget as efficiently as possible among marketing channels and maximize the workload of talent scouts. These were the reasons to go beyond standard tracking and implement OCT (Offline Conversion Tracking) by capturing Google and Meta click IDs. Subsequently, we built a dashboard that connects GA4, advertising platforms, and candidate data from Wij.Zorgen’s systems, providing maximum insight and control.

With the tracking solidified, it’s time for the next step: setting up the performance channels. Our foundational goal is to achieve organic growth for Wij.Zorgen on Google. In addition to organic growth and building a long-term strategy, we delved into paid campaigns via Google Ads and Meta. We established an always-on layer that serves as a crucial foundation for applications. Alongside the always-on layer, we integrated Channable for a dynamic job vacancy layer. Given the dynamic nature of the job market and the need to quickly fill certain positions, we opted for dynamic campaigns via Google Text Ads and Meta. In the system housing all of Wij.Zorgen’s job listings, talent scouts can easily indicate whether they want to give certain vacancies an extra push by simply toggling a button on or off. In addition to the impact we’re making with the campaigns, we’re also focused on tweaking the conversion rate. As such, we’ve worked on the designs of the job overview pages and job pages for maximum impact.