Capturing Hearts and Minds
We’re thrilled to announce that MadeKnown has received a Platinum Award at the prestigious 2024 Summit Marketing Effectiveness Awards for our work on Concentric’s recruitment campaign, “Big Hearts. Brilliant Minds”
The Summit Marketing Effectiveness Award is a prestigious accolade that showcases the extraordinary balance of strategic creativity and measurable results. Our winners consistently raise the bar for marketing excellence, impressing a judging panel that represents some of the most accomplished minds in the industry.
This award recognises the campaign’s exceptional success in capturing the attention of healthcare professionals and driving significant engagement with Concentric’s career opportunities.
The Challenge
Concentric, a provider of multidisciplinary allied health services, faced challenges in attracting and engaging healthcare professionals. Their previous brand messaging was misaligned with their actual service delivery, leading to potential trust issues, customer disappointment, an inconsistent brand image, and employee disengagement.
Our Solution: “Big Hearts. Brilliant Minds”
MadeKnown developed the “Big Hearts. Brilliant Minds” campaign, which addresses the dual nature of healthcare professionals. The campaign highlights both their empathetic, caring nature (“Big Hearts”) and their aspirations for career advancement and professional development (“Brilliant Minds”).
The creative campaign included:
- Impactful carousel posts featuring statements like “This takes a big heart. This takes a brilliant mind.” and “Change lives, including yours,” encouraging reflection on the demands and rewards of healthcare.
- Branded storytelling emphasising Concentric’s mission, including its ambitious goal of serving 10 million people by 2030.
- Visually cohesive branding using distinctive colour palettes and consistent messaging to differentiate Concentric from its competitors.
Campaign Objectives
The primary objectives of the campaign were to:
- Position Concentric as an employer committed to supporting the professional development of clinicians.
- Target experienced clinicians (1-5 years post-graduation) and undergraduates (2nd-3rd years) seeking career growth opportunities.
- Drive traffic to the careers page at concentric.com/careers, and encourage candidates to submit their details.
Results
The results of the campaign were remarkable, demonstrating its effectiveness in attracting and engaging potential candidates:
- Overall Site Performance: The campaign led to a 16.91% increase in views and a 19.29% increase in event count across the site, indicating a broader reach and engagement.
- Job Listings Page Performance: The job listings page experienced an incredible 27,800% increase in views and a 12,388.89% increase in active users.
- User Engagement: The average engagement time on the job listings page increased by 13.98%, with users spending over two minutes exploring job opportunities, demonstrating genuine interest.
- Increased Interactions: Event counts such as clicks and form submissions rose by 15,980%, highlighting strong engagement and intent from prospective candidates.
The campaign effectively captured the attention of the target audience, particularly clinicians and undergraduates interested in career opportunities. The significant increase in traffic to the job listings page and improved engagement metrics prove that the campaign successfully positioned Concentric as an employer that supports professional growth.
VIEW THE CAMPAIGNThis Platinum Award is a testament to MadeKnown's expertise in developing targeted and impactful marketing campaigns that deliver exceptional results. We are proud to have partnered with Concentric on this award-winning campaign and look forward to its continued success.