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Nurse & PA Recruitment and Retention Annual Report FY23 25
AMPLIFYING OUR EXPOSURE
HOW DO CANDIDATES GET TO UMNURSING.ORG?
There’s no single source for our FY23 traffic. We saw growth from multiple digital directions.
Organic Search, which is any traffic that comes to a website from a search engine and is naturally earned,
contributed 32% of total traffic and was also the largest source of traffic. Direct Traffic, which is any traffic
that does not come from a referring website, followed as the second-top source of traffic.
Social Media sites such as Twitter, Facebook, Instagram, LinkedIn, combined with job search sites such
as Indeed.com delivered 21% of total traffic. Of the organic search methods, Google Search Engine
Marketing outperformed other media partners as the leading source of clicks to our Careers site, with 86%
of total clicks. Indeed.com contributed 10% of total clicks.
Once they are there, where do they go?
Nurse Recruitment’s strategy is to drive traffic to UMnursing.org and deliver content that is relevant to the
prospective candidate. This strategy proved effective as 65% of the content visited was on the Job Search
Results pages. A highlight is that our landing page to register for the 2023 Spring Career Fair has 54,253
pageviews during just over a one month time period.
INTEGRATING FACEBOOK INTO RECRUITMENT STRATEGIES
REACHING OUT THROUGH SOCIAL MEDIA
More than 86,000 people follow Michigan Medicine’s Facebook page,
making it a diverse platform of medical professionals, patients, families and
community members at large.
Nurse Recruitment and Retention, in collaboration with Michigan Medicine’s
Department of Communications, uses Facebook to drive traffic to our nursing
jobs posted on the UM Careers job board and to remind this broad-based
audience about special professional events such as our career fairs. Most
importantly, it is utilized to recognize and celebrate the work that nurses do
each day.
Our recruitment events are
promoted through a combination
of paid campaigns and organic
posts.
