LabCorp faced significant recruitment challenges at its Madison, Wisconsin location due to labor shortages and low brand recognition following a corporate rebrand. The organization addressed these issues by launching a bold, multi-channel recruitment marketing campaign. This included billboards, bus wraps, print flyers, job boards, digital and social media ads, and a dedicated microsite. Some of the key elements of the campaign included billboards that garnered 1.8 million impressions. Bus wraps reached over 61,000 passengers daily. Print mailers were sent to 70,000 homes, resulting in 8% of recipients visiting the LabCorp website. The paid digital and social media generated millions of impressions and high click through rates. Microsite focused on employment opportunities and life at LabCorp. The Employee Referral Program increased referrals by 230% with an additional $3,000 incentive for two key roles.
The campaign resulted in a 260% increase in career site visits, 80% more applications, and 54% more hires. Lessons that were learned throughout the process included the importance of audience research, team collaboration, time considerations, and meticulous tracking of all campaign elements. As a result, the campaign won the 2023 Rally Award for Best Recruitment Marketing Campaign-Large Team.
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