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.