From RallyFwd May 2023: www.rallyfwd.com/may-2023-rallyrm/

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From Madison to Your City:
Big Recruitment Marketing
Ideas that Get Results
Kelsie Johnson
Associate Director, Employer
Brand & Talent Marketing
Labcorp

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#RALLYFWD
Learn from my experiences
• Recruiting specialist for 3 years
• 14 years with Wells Fargo
• Early Talent Program
• Digital Media
• Candidate Experience & Employer Branding
• Labcorp since 2021

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1. Increasing awareness of your
employer brand
2. Attracting talent in a tight market
3. Connecting with specific audiences,
from highly skilled to entry-level
TODAY WE’LL DISCUSS

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About Labcorp
• Global life sciences and healthcare
company
• Operating in 100+ countries
• Delivering world-class diagnostic tests
• Advancing global drug development
• Mission: Improve health, improve lives

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Our Recruitment Marketing Challenges
Location: Madison, Wisconsin
Recruiting needs: Research
scientists, nurses and entry-level
positions
Madison business competing for
similar talent: Several!

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Challenge 1: Increasing awareness of our brand
Who is Labcorp?
A recent name change
meant we weren’t well
recognized. ?

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Challenge 2: Skilled talent was in high demand
Nationwide labor shortages,
especially for nurses and
scientists

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Challenge 3: Appealing to entry-level positions
Secondary target included
entry-level positions

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START WITH
AUDIENCE
RESEARCH
Through our prior development of
personas, we knew:
•Entry-level talent was mostly
interested in benefits and pay (not
our mission)
•Higher skill levels were more likely
to connect with our mission

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DESIGNING
THE
CAMPAIGN
•“Pressure-tested” our tagline
before moving ahead
•Selected photos of employees that
best connect with our roles
•Determine how to get our internal
employees involved

11. Work that benefits others.
Benefits–and pay—that work
for you.
Ready to launch!

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DEPLOYING
ACROSS
MULTIPLE
CHANNELS
•Billboards
•Buses
•Printed mailer
•Job boards
•Paid media
•Social media
•Microsites
•Referral program

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11 billboards =
1.8M
impressions
#RALLYFWD © 2022

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#RALLYFWD © 2022
3 buses =
61,000
passengers
per day

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PRINTED
MAILER
WITHIN
10-MILE
RADIUS

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JOB BOARD
ADVERTISING

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PAID MEDIA
AND
PROGRAM-
MATIC ADS

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SOCIAL
MEDIA

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CAREER
MICROSITES
FOR USER
EXPERIENCE

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EMPLOYEE
REFERRAL
PROGRAM
INCENTIVE

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NEXXT
TEXT2HIRE
CAMPAIGN
The NEXXT Text2Hire
campaign resulted in:
11,976
Sends
287
Clicks

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#RALLYFWD
What Our Team Learned
Internal
Channels
Audience
Understand who
you are targeting
and what they
care about most.
Direct your
resources to the
channels that best
align with your
goals.
Consider the
value of
including a
employee
referral program
incentive.

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#RALLYFWD
My Recommendations for Your City
(Regardless of your budget)
Recruiter
involvement is
key
Align your
channels with
your city’s
demographics
Be thoughtful
of the season
Consider local
interest
1 2 3 4

24. © 2023
#RALLYFWD
KELSIE JOHNSON
Associate Director,
Employer Brand & Talent Marketing,
Labcorp
Thank You!
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