Kettering Health

Purpose-Driven Recruitment: Filling the Gap for 15,000+ Employees

As an IBM Watson Health™ 100 Top Institution with 14 medical centers, Kettering Health faced the massive challenge of maintaining a steady pipeline of talent in a highly competitive healthcare market. By implementing the Cartin Method, we helped them move beyond traditional job boards to connect with candidates across Google, Facebook, Instagram, and LinkedIn. Our team:

Reached Passive & Active Candidates: Targeted everyone from recent graduates to seasoned professionals through a multi-platform strategy.
Built Specialized Candidate Pathways: Designed mobile-friendly landing pages specifically for high-demand roles, including lab positions, nursing, and international recruitment.
Reduced Friction in the Funnel: Streamlined the application process, allowing potential hires to engage with the Kettering mission instantly.
Leveraged Data-Driven Search: Captured high-intent traffic for competitive terms like "Registered Nurse Jobs" and "Pharmacy Tech Positions".

Methodology: Targeted Search & High-Intent Conversion

Our approach focused on capturing candidates at the exact moment of their search. For example, our recruitment ads for Pharmacy Technicians alone generated over 58,000 impressions with a clear, benefit-driven call to action. By matching the ad messaging to the specific career goals of the candidate, we achieved exceptional engagement across the board.

Dominating the Healthcare Talent Market

Through aggressive Google Search management, we dominated local and national rankings for healthcare recruitment.

Nursing Excellence: Our "Registered Nurse Jobs" campaign achieved a massive 16.97% Click-Through Rate (CTR), ensuring Kettering remained the top choice for local talent.
Pharmacy & Technical Roles: Highly targeted search groups for Pharmacy and Pharmacy Techs delivered consistent traffic with CTRs ranging from 4.86% to 7.58%.
Volume & Efficiency: Our primary "Registered Nurses" search campaign generated 9,234 clicks at a highly competitive conversion cost.

The Result

Our strategy delivered a sustainable, cost-effective recruiting model that redefined success for Kettering Health’s HR department.

Total Reach: 572,000+ Impressions
Qualified Traffic: 23,400+ Clicks to specialized recruitment pages
Cost Efficiency: Achieved an average Cost-Per-Click (CPC) of just $0.71, allowing for massive scale across all 14 medical centers.
Time-to-Fill: Reduced to just 24 days with an average application cost of under $30.