Generations: Join GenG
DigitalRecruitmentStrategy
Miranda Creative partnered with Generations to tackle one of the most persistent and difficult recruitment challenges: attracting and retaining medical professionals. This case study highlights our approach to designing and executing a high-quality, omni-channel recruitment campaign with a minimal media budget, focusing on quality of life and compassionate care to differentiate the Generations brand in a highly competitive labor market.
The Challenge
Generations faced the complex task of recruiting healthcare professionals (HCPs)—arguably the most difficult labor category to staff—while operating under a modest, annual budget of less than $60,000. The campaign needed to address the persistent shortage of medical staff and appeal to both entry-level HCPs and experienced professionals seeking a more balanced, meaningful career path. The core challenge was achieving broad-market reach and compelling candidate engagement without the extensive resources typically required for national healthcare recruitment.
The Strategy
Our strategy leveraged focused content and targeted distribution to maximize impact within the tight budget constraints. The central concept, “Join GenG!”, positioned the organization as a unique and supportive career destination. The content strategy prioritized authenticity and speed: all necessary photo and video content, designed to convey the quality of life and compassionate care inherent in the Generations culture, was captured in just two days of intensive filming/photography. This efficient, high-impact content formed the foundation of the omni-channel campaign.
The Work
Content Production: Rapid production of high-quality visuals and videos that clearly communicate the mission and work-life balance at Generations, directly addressing the pain points of burnout often associated with the healthcare profession.
Omni-Channel Execution: Messaging was deployed across digital platforms to attract inbound leads and strategically placed in physical media relevant to the healthcare sector.
Targeted Market Engagement: The campaign specifically targeted various recruitment markets, including university-level recruiting for new graduates, international recruiting efforts, and digital presence optimization to capture active and passive job seekers.
The “Join GenG!” campaign was implemented across a diverse range of channels to ensure maximum visibility to the target audiences.
“Join GenG!” established a strong, unified digital presence.
The Results
By adhering to a hyper-focused strategy and maintaining exceptional efficiency—delivering all core assets within a two-day production window and managing the entire campaign on a budget of less than $60,000—Miranda Creative successfully launched a highly effective campaign. “Join GenG!” established a strong, unified digital presence and provided Generations with the necessary tools to attract talent through university, international, and digital pipelines, directly supporting their goals of recruiting entry-level and experienced HCPs seeking a better work-life fit.