Solutions
Meticulous planning and strategic implementation to spread VHA’s career messaging
Aptive’s team brought a multitude of experiences and strengths to the project to ensure top results, including talented program management and marketing professionals, data scientists, business analysts, writers and editors, systems engineers, video producers, graphic designers and event planners.
Aptive employs an integrated recruitment marketing approach underpinned by data-driven, innovative media buying. This holistic approach to all recruitment marketing efforts combines media buys with communications strategy, public relations and outreach, social media, creative strategy and content, and event management. The approach enables VHA to reach and further engage stakeholders along the recruitment marketing funnel.
Strategic marketing plan
The first step was to collaborate on a comprehensive strategic plan to identify all involved stakeholders, key messages and tactics to reach multiple target audiences. The strategic plan focused on numerous target audiences, including Veterans, transitioning service members and military spouses; students; Spanish-speaking health care professionals; and members of the LGBTQ+ community.
The plan included a diversity of marketing materials, information on best practices to ensure top marketing performance and a fresh look and feel that communicated the many advantages of working for VHA. Messaging emphasized VHA’s diverse workforce, substantial benefits and the ability to work anywhere in the country and to have a good work-life balance. Aptive analyzed every aspect of recruitment advertising when creating the strategic plan to facilitate a competitive approach.
Multi-modal marketing approach
Generating active leads for the tens of thousands of open VA positions required a multi-modal marketing approach. After designing cohesive themes, creating organic video content and integrating key messaging into a diversity of marketing materials, VHA and Aptive positioned recruitment marketing across:
- VA Careers and recruitment websites
- Public service announcements (PSAs)
- Social media
- Weekly live broadcasts
- Flyers, brochures and fact sheets
- Paid advertisements on digital platforms
- Newsletters
- Blogs
- In-person and virtual recruitment events
- External partner websites and social media channels