Strategic Approach to Senior Living Talent Acquisition

Overview

Liberty Lutheran partnered with us to strengthen recruitment efforts at two of its Pennsylvania-based communities: Artman and Paul’s Run. Facing a competitive hiring landscape, they needed a strategic and results-driven approach to attract qualified candidates across multiple channels.

After conducting in-depth research and analysis, we developed a comprehensive recruitment marketing strategy. Key areas of focus included optimizing job listings on platforms like Facebook, Indeed and LinkedIn, enhancing the careers section of the website and launching targeted paid social and search ad campaigns.

To support long-term hiring success, we also produced recruitment videos for both communities — designed for use across the website, social media and advertising — to authentically showcase workplace culture and connect with prospective team members.

Together, these efforts created a cohesive, scalable recruitment strategy that helped Liberty Lutheran better compete for top talent and fill critical CNA, LPN, RN and dining services roles across both communities.

A Strategic Marketing Partnership

Culture Videos Enhance Recruitment Impact

As part of the recruitment marketing strategy, we developed compelling video content to showcase the unique culture at Artman and Paul’s Run. These videos featured current team members sharing their personal experiences, highlighting the supportive work environment and explaining why they chose to grow their careers with Liberty Lutheran. Designed for use on the website, social media and in digital ads, the videos humanized the company and helped build trust with prospective applicants by offering a genuine look inside the community.

Updated Career Pages Improve Candidate Journey

To support Liberty Lutheran’s recruitment goals, we refreshed the careers pages for both Artman and Paul’s Run. The updated pages were designed with user experience in mind, making it easier for job seekers to explore open positions, learn about each community’s mission and benefits, and take the next step in applying. Clear calls to action, integrated video content and streamlined navigation ensure that the pages not only reflect the values of each community but also convert more visitors into applicants. These updates laid the groundwork for a more engaging and effective hiring experience.

Digital Ads Drive Qualified Leads

A targeted digital advertising strategy played a key role in attracting job seekers to Artman and Paul’s Run. Google Ads saw steady month-over-month growth, generating high conversion rates and consistent career form submissions. Paid social campaigns delivered strong visibility, reaching over 160,000 impressions and driving 2,400 landing page views. Most importantly, these efforts resulted in 107 candidate leads — prospective employees who completed a form to learn more or apply. Together, these campaigns helped build a robust pipeline of talent for Liberty Lutheran’s communities.

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