AMN Healthcare | THE 2018 EXCELLENCE IN NEW COMMUNICATIONS AWARDS

Prior to 2017, AMN’s candidate attraction and sourcing activities encompassed marketing to specialty-based RNs with messaging about the appeal of travel nursing, with an approach of contacting all candidates without knowledge of those most likely to work and/or provide greatest lifetime value. Our digital marketing team marketed the travel nursing lifestyle to candidates without knowing life circumstances such as age, urbanicity, marital status, presence of children in the household, and other factors which significantly influence one’s likelihood of pursuing and accepting travel healthcare opportunities. We were developing marketing content throughout our channels that spoke to our audience as if they were all motivated by the same thing and in the same point of the candidate lifecycle. While we had evidence that this persona interested in the travel lifestyle exists and is likely to go on travel assignments, based on the number of clinicians on assignment we knew this