AMN Healthcare is the United States’ largest healthcare staffing company with over 90,000 healthcare professionals recruited, over 10,000 clients served, and 3,500 team members. Traditionally, AMN recruited new employees for their clients using job boards and display ads. In 2013, the company retained MyCom to develop and implement a social-media strategy, which targeted new potential clients (B2B) and recruited healthcare workers for existing clients (B2C). What started out as a pilot for one brand expanded over the years to become a primary sales and recruitment channel across 16 of AMN Healthcare’s subsidiary brands.

The brief was to create a Facebook video contest to engage travel nurses with user- generated content. The goal of the campaign was to create social-media content, acquire Facebook fans, and identify employees who could serve as brand ambassadors. The long- term strategy was to pilot a program for one brand, testing social media as a potential new channel to recruit new employees and explore opportunities for B2B sales.

In this campaign, nurses created and submitted a short video about their travel-nursing lifestyle. MyCom built a customized app to facilitate the uploading of videos and to allow audience members to vote for their favorite video. The video contest was promoted across the Facebook platform using paid ads and the nurse who submitted the winning video received a prize.

When the project began, AMN had a very limited footprint in social media with fewer than 400 fans on their Facebook Pages. The campaign generated thousands of new Facebook fans, a treasure trove of content to fuel future social media communications, and new relationships with travel nurses who served as social-media ambassadors for the company. In a larger sense, the contest brought social media to the forefront in the company’s recruitment and sales strategy.

The success of this campaign inspired the launch of paid social-media marketing campaigns across multiple AMN brands. MyCom was retained to consult and manage the paid social recruitment effort for more than 15 brands. In addition to recruiting nurses, doctors, and administrators for placement with existing healthcare clients, we drove B2B sales of AMN’s range of services to potential new clients. We provided everything from development of advertising materials, analytics reporting and analysis, strategic consulting, and development of internal best practices guidelines for social-media communication. Through this partnership, social media evolved into a main pillar of the company’s recruitment and sales strategy.

• Pioneered paid social-media-based recruitment at the nation’s largest healthcare staffing company
• Recruited thousands of new placements and spearheaded the response to the COVID-19 healthcare staffing emergency, resulting in a record number of placements in high-need specialities
• Successfully developed and implemented social-media recruitment strategy across 15 brands and managed both individual and B2B recruitment
• Grew Facebook fans from 400 to 82,306.