Recruiting enough great clinicians in a company experiencing record growth is always a tall order. Thriving FOX Rehabilitation wanted to exponentially expand the hiring of clinicians in 2017. They challenged BOLTGROUP with this goal in mid-October 2016, which meant setting a full campaign launch date before the holidays hit. Already hard at work on a complete rebrand for FOX, we had 30 days to get up and running, which is pretty much impossible on paper. Fortunately, “impossible” isn’t in the BOLTGROUP vocabulary.

Authenticity was key. Recruiting campaigns in this industry can seem posed or static, and BOLTGROUP knew from target audience interviews that these candidates responded to what’s real. The design team developed a fast-turnaround idea of building on FOX’s long-standing strengths in candid videos that would showcase a “day-in-the-life” of FOX clinicians. We were up and shooting within 10 days, capturing unscripted footage of work, life, city, and comments of FOX clinicians.

The project materials included a microsite for recruits to view the videos, as well as social media ads, email blasts, trade show promotions, and postcards to drive prospects to the site. The microsite call to action was to Take Our Fit Test—5 questions to see if the prospect was a Fit For Fox. Recruiters at FOX were alerted when a viewer clicked “submit”, and took the ball from there.

BOLTGROUP set hopes moderately because the campaign launched and played out during the 2016 holiday pandemonium. However, conversion results were beyond expectations.

• 53,000 video impressions in 3 months
• 12,000 page views of microsite in 3 months
• 53% increase in social media followers, and 41% increase in engagement / likes
• 320 total leads
• 30,000 emails sent with open rate of 21.45%
• 138 conversions in 3 months

Ultimately, BOLTGROUP credits the high conversion rate to capturing a real-life authenticity that resonated deeply with these end users.