Connecting 200K Wisconsinites with childcare opportunities
Council on Aging of Southwest Ohio Recruitment Strategy
Generating a 400% increase in care manager prospect engagement
Competing for experienced clinicians in a constrained labor market
Council on Aging of Southwest Ohio faced a highly competitive hiring environment for experienced registered nurses and licensed social workers across a five-county region. A limited labor pool paired with care settings that offered higher pay at the cost of burnout meant that traditional, mission-forward recruitment messaging wasn’t enough. COA needed a fresh recruitment approach that reflected how prospects evaluated opportunities—so they turned to KW2 to build a new strategy that would help them stand out.
Translating employee insight into 1,200+ care manager recruitment leads
KW2 grounded the new COA recruitment strategy in primary employee research, uncovering a critical insight: experienced care managers prioritize flexibility, work-life balance, and autonomy when choosing roles, with mission alignment reinforcing—rather than leading—the decision. That insight shaped a new recruitment narrative, creative concept, and high-intent media strategy designed to reach candidates during active job-search moments. The campaign delivered nearly five million targeted impressions, increasing recruitment page traffic by more than 400%. And, after reducing application friction, captured over 1,200 qualified prospects in under two months, establishing a durable recruitment foundation COA can build on for years to come.
“KW2 didn’t just deliver a campaign. They helped us step back, listen to our employees, and put a clearer recruitment story in place. The foundation we built together will continue to guide how we attract and support our workforce moving forward.”