ABA Therapy Group Reduces Talent Acquisition Costs & Improves Applicant Quality
Job Vacancies Filled Using Digital Marketing
Like many healthcare providers in the behavioral therapy space, Hopebridge Autism Therapy Centers faced significant challenges when it came to recruitment.
With the daunting task of filling numerous, vacant positions across their vast network of locations, the brand needed a strategic partner to breathe new life into their talent recruitment paid media campaigns.
Existing campaigns failed to meet essential staffing goals and the brand struggled to secure top-tier talent, especially when it came to Board Certified Behavioral Analysts (BCBAs) and Registered Behavior Technicians (RBTs).
In dire need of a partner to address this pressing need, Hopebridge approached Cardinal in July 2023, and tasked us to optimize their paid media for talent recruitment, to ultimately enhancetheir service quality and patient care capabilities.
Hopebridge Autism Therapy Centers
Established in 2005, Hopebridge is one of the largest autism therapy providers in the United States. Operating 120 therapy centers in 12 states across the U.S., the brand offers a range of outpatient services in center, home, and school settings for people with autism and other developmental differences.
A central focus for Hopebridge is to address the needs of children who require behavioral diagnosis and Applied Behavioral Analysis (ABA) therapy. Additional services provided by the brand include Occupational Therapy (OT), Feeding Therapy, and Speech treatments.
Challenges:
- Rapidly growing market with high demand for BCBA & RBT roles
- A limited pool of qualified professionals
Goals:
- Drive new patient acquisition using Google Ads
- Integrate sophisticated marketing technologies
- Achieve capacity goals across the entire platform
Paid Media to Target Ideal Candidates
We optimized Hopebridge’s existing paid media campaigns to generate more BCBA & RBT job application submissions.
Our paid media strategy focused on not only bringing in more high-quality leads but also lowering their CPA (cost-per-acquisition). We were focused on helping them get their ads in front of the right, certified applicants without breaking the bank.
Fine-Tuned Account Structure, Keywords, & Messaging Strategies
Segmented Campaigns to Align with Goals
We tailored their campaign structure to align with their urgent need for talent, particularly in Arizona.
To that end, we segmented campaigns by job types (BCBA/RBT) and locations so we could focus more accurately on areas with the highest demand for professionals. We then divided Hopebridge’s Arizona campaigns into “Relocation” and “In-State” categories for more targeted outreach, to ensure that ads reached the most relevant audiences.
Optimized Keywords to Improve Targeting
Our keyword strategy was designed to cut through the clutter of the competitive ABA therapy market.
We stopped targeting negative keywords, which allowed us to filter out unrelated searches. By cleaning up URLs and focusing on high-intent, job-related searches, we ensured that campaigns attracted professionals actively seeking roles in ABA therapy, thereby enhancing the quality of their pool of applicants.
Refined Messaging to Attract Applicants
When it came to messaging, we utilized dynamic headlines and personalized messages for each job type, increasing engagement and resonating with potential applicants.
By continually refining ad copy and landing pages, we were able to ensure that the messages were relevant to and compelling for their target audience of professionals. This ongoing optimization minimized inefficient spending and maximized the impact of each ad.
A Fully Staffed Team to Deliver Exceptional Care
From the start of their partnership with Cardinal through December 2023, Hopebridge saw a jump in applications for both their Board Certified Behavioral Analyst (BCBA) and Registered Behavioral Technician roles. RBT applications increased by 51 percent, while BCBA applications increased by a whopping 79 percent.
As intended, we brought in a higher volume of qualified BCBA and RBT job applications while simultaneously achieving a substantial reduction in cost-per-acquisition. As a result of our efforts, Hopebridge experienced a significant decrease in the cost-per-application for these key positions: The CPApp for RBTs went down by 28 percent, while the CPApp for BCBAs decreased by 67 percent.
These figures not only highlight our success in lowering acquisition costs but also demonstrate a significant improvement in the quality and relevance of applicants, aligning perfectly with Hopebridge’s commitment to providing top-tier patient care.
