Page 24 - FY23 NRR Annual Report FINAL 11.10.23 (2)_Neat

24 Nurse & PA Recruitment and Retention Annual Report FY23
UMNURSING.ORG DIRECTING WEB TRAFFIC
INCREASING WEBSITE VISIBILITY TO MAKE THE JOB SEARCH EASIER

Nurse Recruitment and Retention continued to use the Nursing Careers website, UMnursing.org,
as a consistent method of communication with nurses interested in Michigan Medicine. Traffic to
the site almost doubled year over year. Total apply attempts increased 12%. The UMnursing.org
URL takes candidates directly to our “Search Jobs” page. NRR uses a multi-tier strategy to bring
candidates to our career website. We also use highly targeted internet banner ads and internet smart
media featuring the Block M and maize-and-blue branding. Clicks were up 447% despite an overall
decrease in year over year total spend.

These strategies proved effective in reaching candidates in FY23. During the timeframe of July
1, 2022 - June 30, 2023, a total of 270,233 users visited the site with 397,097 sessions and 1.6M
pageviews. More than 70% traffic came from mobile devices.