Page 24 - FY 2025 NRR Annual Report

AMPLIFYING OUR EXPOSURE Nurse and PA Recruitment and Retention Annual Report FY25 24

HOW DO CANDIDATES GET TO UMNURSING.ORG?
Nurse Recruitment’s strategy is to drive traffic to UMnursing.org and deliver content that is relevant to the

prospective candidate. There’s no single source for our traffic. Since 2023, traffic to UMnursing.org has
grown steadily, driven by multiple digital channels rather than any single source.
Organic Search remains the largest contributor, reflecting
strong visibility in search engines and naturally earned
interest from prospective candidates. Direct Traffic is our
second-largest driver, indicating that many users either
know our URL, save the site, or access it through
bookmarks or internal communications.

The remaining traffic is largely generated through Social Media platforms—including X, Facebook, Instagram,
and LinkedIn—along with major job search aggregators such as Indeed and Glassdoor. Among all organic
search efforts, Google Search Engine Marketing (SEM) continues to be the top-performing source of clicks to
our Careers site, with Indeed.com providing the next-highest volume of inbound traffic.

OUR NURSING WORKFORCE CONTINUES TO STRENGTHEN

INTEGRATING FACEBOOK INTO RECRUITMENT STRATEGIES

HARNESSING THE REACH OF THE UM HEALTH BRAND

More than 90,000 people
follow Michigan Medicine’s
Facebook page, making it a
diverse platform of medical
professionals, patients, families
and community members at
large.

Nurse & PA 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
and PAs do each day.