SUNY Upstate Medical University, part of the largest comprehensive university system in the United States, is one of 134 academic medical centers in the country and is the largest employer in Central New York. In recent years, Upstate Medical University has experienced a shortage of nursing job applicants. SUNY’s goals for the nursing recruitment program are to increase the pool of applicants and to target applicants who value professional and personal support, as well as educational and research excellence.

Melissa Johnson Associates is creating a digital marketing strategy to improve nursing recruitment for SUNY Upstate Medical University. The MJA approach is based on a thorough understanding of data, previous efforts, the target audience’s perceptions, and best recruitment processes. The digital marketing strategy aims to create measurable, time-bound, and specific digital marketing initiatives to recruit nurses to SUNY Upstate; increase the reach and engagement of potential applicants via digital marketing channels; and improve the user experience on the SUNY job application website. Ultimately, the goal is to increase the number of applicants responding to job postings. 

The project kicked off with background analysis, evaluation of geographic markets, competitor analysis, interviews with staff, target audience profile, gap identification, and positioning statement and messaging. Our team has developed a social media strategy, website analysis, and follow-up analysis. Campaign results are evaluated and changed monthly to ensure the best possible results.