BSB (Bürgerspital Basel) – greater visibility for jobs in nursing and social care

The shortage of skilled professionals is a particular challenge for BSB in long-term care, as well as in occupational and social care. With a targeted social media recruitment campaign, BSB aimed to increase its visibility as an employer and drive more qualified candidates to the relevant careers pages.

• Objectives– Increase reach for nursing, social care and occupational support roles
  – Strengthen the employer brand in recruitment
  – Increase BSB’s visibility as an employer
  – Raise awareness of the available positions
  – Drive more qualified candidates to the two job landing pages
  
• Measures– Development of a targeted social media recruitment campaign
  – Creating multiple ad variations
  – Repurposing existing image and video content into social media-ready snippets
  – Campaign placement on Instagram and Facebook
  – Implementation of the campaign in two phases:
  Phase 1: Focus on awareness and visibility
  Phase 2: Targeted traffic generation to the two careers pages
• Results– Almost 2.5 million impressions
  – Around 500,000 interactions with the content
  – More than 560,000 video views
  – Over 15,000 visitors to the two job landing pages
  – High visibility and strong interest in the job opportunities