Objective:
Alluma, one of the leading behavioral health organizations in Minnesota, faced a recruitment challenge starting in 2022. Located in rural Northwestern, Minnesota Alluma ran into a critical hiring issue where they needed to find multiple Mental Health Professionals, to fill positions in multiple clinics. To achieve this, Absolute Studios went to Crookston, Minnesota to interview multiple mental health professionals to gain input on being a part of the Alluma family. The end goal was to fill over 25 positions in two years.
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Campaign Strategies
With competition from other mental health organizations, located in metro communities, the campaign aimed at telling the story of working “A Day in the Life” at Alluma. The messaging focused on how Alluma was not just another place to work, it was a place where compassion and comradery come together to build a career out of caring. Absolute Studios wanted to show the story of how employees at Alluma have a passion for helping people find their light.
The recruitment campaign was deployed through multiple channels, including traditional advertising, to maximize reach. Absolute Studios’ strategy centered around:
- Recruitment video(s) that showcased testimonials of Alluma staff in various roles in the organization. These included mental health professionals, therapists, IT managers and general office staff. The videos were designed to appeal to people who wanted to work in a mental health organization where they could make an immediate impact along with working in a collaborative environment with a support system where they could learn and grow along with empowering themselves.
- The media campaign included display ads, carousel ads, Google search ads and video ads.
- Traditional advertising included regional radio stations featuring 30 second ads along with live reads from radio personalities highlighting the benefits of working at Alluma. Other traditional mediums included billboards across Northwestern Minnesota and placing ads in local newspapers.
Execution
Absolute Studios traveled to Crookston, Minnesota to interview 4 Alluma employees to develop testimonial recruitment ads. The campaign’s messaging was focused around telling the story of working at Alluma and showcasing the difference you can make on individuals in this rural community. Absolute Studios created a media schedule that included digital advertising, local advertising, along with updating the careers page on Alluma’s website with a 90 second testimonial video from the CEO of Alluma. This video was used as an onboarding video as well for new employees.
Results
Overall, the digital campaign that told the story of working at Alluma, combined with traditional advertising, helped meet the hiring goal that Alluma set for Absolute Studios. Not only was the goal met, in 2024 over 50 people were hired, which resulted in exceeding goals set by the organization. The campaign was expressed as a major success from Alluma board members that filled multiple positions throughout Northwestern Minnesota.
Conclusion
This recruitment campaign helped create a clearer vision of how to attract talent for job openings in rural communities. By focusing on Alluma’s collaborative working environment, clear career paths and telling the Alluma story, Absolute Studios, along with the staff at Alluma, accomplished multiple goals over a two-year period, filling critical mental health professional job openings and bringing in candidates with the potential to make an immediate impact.
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