Client Industry:
Medicine
What we did for the client
In collaboration with a marketing agency, we developed a mini employer branding strategy aimed at improving the client’s employer image and attracting more qualified candidates. The client had previously worked with a marketing agency that created social media posts (Facebook and Instagram) using the client’s content. Maintaining the same budget and number of posts, our task was to create authentic messages reflecting the client’s values.
To achieve this, Mind Lab conducted interviews with all of the client’s employees to gather insights about the qualities the client offers as an employer. Based on this information, the marketing agency adjusted the content of the posts to highlight elements appealing to the target group of candidates.
What we measured
We tracked the following indicators on a monthly basis:
- Indicator A: Social media engagement – the total number of likes and shares on Facebook and Instagram.
- Indicator B: Number of visits to the careers page.
- Indicator C: Number of job applications.
- Indicator D: Satisfaction with hired candidates – the client subjectively assessed satisfaction with hired candidates on a scale from 0 (“not at all”) to 10 (“completely”).
Results
The strategy was implemented during the first two months shown on the graph, with results tracked for an additional six months after the service concluded. After implementation, we observed a gradual increase in social media engagement and visits to the careers page (with slight fluctuations). The number of job applications increased somewhat later but showed a significantly more intense growth. This indicates that the audience needed some time to recognize the client as a desirable employer.
Finally, satisfaction with hired candidates also increased, as over time candidates better matched the client’s expectations and organizational culture.
