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hi everyone and welcome to digital recruitment speed to lead is key uh if you are able to join us at argentum Great feel free to share this with your teams if you are unable to join us just didn't attend a gentum or weren't able to attend a session we thought it would be a great idea to re-record it so you could actually benefit from all the insights that were shared on this panel so anyways my name is Terry Sullivan founder and CEO of Waypoint thank you all for joining it is clear that the industry has has and is seeing labor shortages and over time that need for talent is just going to increase so we're in a time where HR and marketing really need to work closely together not only to develop short-term fixes but also to have a structured long-term strategy um and in that we need to focus on that right we need to focus on um more Talent um not only capturing talent but also retaining talent in order to help meet census in this industry so the bottom line is is that your competition as well as other Industries are actually buying for these same potential candidates as well so it's really important that you think of capturing um candidates for your employment similar to the way you think of capturing prospects uh for your communities so that's why we named the session uh digital recruitments feed to lead is key so we need to think kind of that mindset where marketing meets HR and how that all works together so let's jump in I want to do the introductions first to the panels so today we have um on the senior living provider side we have the marketing HR Duo from Arrow Senior Living we have Holly Walker VP of marketing she's been in marketing over 16 years she'd work she's worked with Fortune 500 companies such as Nestle and Victoria's Secret she's also owned her own marketing and design agency and has spent the last three years of her career three years plus in the senior living industry so Holly thank you for joining us today nice to be here excellent and then her Duo and partner uh in HR Amber Moore she's the regional Director of Human Resources at Arrow Senior Living uh she's basically been in the in the senior living industry most of her career almost 16 years uh in the last eight years in HR so she'll have some incredible insights on the HR side um in Amber Hales from Kansas City Missouri uh so welcome Amber so happy to have you here yeah thanks for having me and then we have arrows digital marketing partner and an expert in the digital marketing and recruitment space Bobby Youngs uh Bobby is the founder and owner of canopy Adco or company he's been in the industry or in digital marketing for over 20 years the last 15 years owning his own agency serving Senior Living in other segments um and he is from Charlotte North Carolina so Bobby thanks for joining as well thanks Eric awesome all right as I mentioned I'm Terry Sullivan my company offers a customized virtual sales assistant called The Navigator we basically help fill your sales funnel convert uh prospects into your sales funnel as well as potential job applicants and I'll be joining in on this session a little bit to give you some insights on how our tool bills happened in that area as well so as far as our objectives today there really are three objectives that we're working on today one is we want you to think about and learn how to connect and work hand in hand with your HR department to leverage your company website for more data-driven digital recruitment so that's objective number one number two is we really want you to walk away with best practices for digital marketing strategies to drive high quality traffic for your careers and job applicant process and then also give you tips and tricks on capturing perspective perspective employees to help you fill that candidate pool whether it's just tips and Chip tips that are general or that are in regard to your website and capturing people quickly so those are our objectives today so Amber uh we discussed how important it is for HR and marketing to work together uh for long-term success um and so can you kick us off and walk us through how you and Holly have worked together to implement a successful digital marketing strategy yeah absolutely so that um you know the the relationship between HR and marketing is something that our company um has definitely started fostering and noticed the need for we um you know you always hear sales and marketing like you mentioned but it's more and more imperative that the you know Recruitment and marketing become part of that same team as well um and what we found too you know our sales process and our recruitment process really are not that much different it's about getting in front of leads quickly fostering around relationships and getting them through the process so really where we started was just um kind of looking at where we were currently at on the HR side and where we wanted to go and making sure that our marketing team was aligned and understood what that process was as well so taking a look at you know our website even and seeing how does it um how is it you know reaching out to to applicants and what are what how what message is it conveying to applicants and what messages HR wanting to try to convey what what culture are we trying to communicate to to applicants um and even just making sure that our marketing team understood or knew what the hiring process was you know from that application to to screening to interview to hire making sure that marketing had a full understanding of that and then once we kind of figured out who we all have it to play with um so on the recruiting side or on the HR side I should say we have a whole recruiting team so we have designated recruiters um that help walk candidates through the application process and so it was important for our marketing team to know what those individuals were responsible for and then kind of what they're up against as far as you know the current hiring um market now um and then we kind of are really looking at where where can we go from here so we looked at our website currently sat as far as how applicants could come in and apply and how could we make that a more efficient process for our applicants but also more engaging as well because we want to get in front of them quickly we want to make that an easy process for them but we also want to engage them throughout that put process so um because you know we we um want to make things as efficient as possible we get them in and we see how we can be efficient and then if they're just sitting there and waiting and no one's reaching out to them then really that speed falls off so um once we you know kind of talked and put our heads together for a way of how we could get people in quickly and that's going to help my team turn around and then reach out to them quickly as well so really once we did through that did that audit then Holly's team was able to turn around and help us build a really effective and unique marketing strategy that appealed to a lot of different applicants it's interesting because we did have one customer where we were working with and they had not really fully gone through their application process and realized it was far more complicated than they had believed originally so I think that's really a key piece yes yeah and when we did the panel originally I think I'd ask the audience who all has applied to your website and some people raised their hands and some people haven't because it can be really eye-opening you might think that you have a really efficient process and you really don't um the majority of people are applying online but um we know that applicants fall off too after a number of clicks so you really want to have it be a really quick process for them but also engaging too and catching their attention and setting yourself apart um from your competitors makes sense well and I think when Amber and I first started talking about our websites we the two of us had a debate right whenever you're getting kind of two people from different perspectives and I think we were debating um how many clicks and Amber was like oh my goodness it's you know five or four clicks together I was like no Netflix and I was like but but you know the first click takes you to you know a page that tells you all about uh working at Arrow um and you know she's like well what about the people that want to apply right away so I think that's one of the things that as you're um working through this next phase that we kind of did together which we call kind of spring cleaning um this is the kind of debate that you're having you're looking in these areas and you're really trying to understand um you know what's best and you know where do you have um excess waste like extra clicks um we do this process at Arrow Senior Living called spring cleaning thus the title of this slide we actually go in um a corporate team um with a lot of people from the home office and the regional teams go in for each community and help clean spring clean um their communities and that means exactly what you think of spring cleaning which is like you know vacuuming the you know making sure the baseboards are clean but also checking you know um you know your time to service and you know what does that look like and do you have the things in place to really optimize and get ready for the the summer season so I think when when you're in those communities you really are back in place with our why um you get to see residents understand the community um and the employees that are at that Community you get to share um that emotional connection with them and kind of ground you in just why is everybody doing this I think it also allows you an opportunity to get content I think often you forget that these quick little 30 seconds of images of people working together or resident testimonials or employee testimonials um you can do so much right now with your iPhone so anytime you're out in the communities you want to take that opportunity to um look at your content um understand your applicants um look at who um where you're recruiting are you looking for um nurses are you looking for night staff are you looking for people to help um and dining so you want to think about um your different personas of applicants just like you do when you're thinking about prospects so making sure that you know um who you're recruiting can really help because you might make and create an ad that's very um focused on nurses and nursing or you might want to fit uh make an ad that is more Universal so knowing you know what that Community needs um and um having that opportunity to really update your collateral kind of make sure your house is in order and gets you ready to go um into strategic planning which is this next um this next slide um where you're looking at what are those objectives that you uncovered and how do you put a plan together and you'll see um our let's Flamingo ad um one of the things that happens in the spring and in the summer are job fairs right it's sunny outside and you're able to do um job fairs and so when you're thinking about your channels um do you have events are you working to um kind of recruit an audience for an event or um are you looking to kind of have a foundation in place that kind of keeps you always um looking for uh students for example um and um kind of putting that um that net if you will um in place um for how you're doing that strategy and I think it's interesting um on the let's Flamingo side because for this um campaign it is really we update this um for the different seasons and so we collaborate between HR and um the leadership team and everyone on how we're determining this kind of theme and this was really about kind of fun and summer and um the socialization if you will um and I will tell everyone the results because I have some exciting um news that I just found out this morning and then that'll give Amber a chance to think about I'm talking about the kind of job fair the event itself and how we kind of get ready for the theme but we are about to have a job fair in Saint Charles Missouri yeah I'm here now at it actually so we're here right um and we've been advertising in Social for three weeks we've got 20 000 people um who have come across our ad 4 000 people have clicked wow which is just crazy and 16 people said they're coming to the event or they're interested in the event so that just um shows you um one um how you can leverage that digital channel um for an event and we've been testing this in all sorts of different ways and um Bobby who can tell you later that one week is not enough time because we did that and we got one person um so you know knowing this kind of time um and that three weeks is is a lot more help helpful um gets you um ready uh for this um job fair and also making sure that your website is ready you know when they click um that you have that ability for people to look around so Amber tell us about the job fair yeah well and that's fantastic because I believe 16 people is more than we even have openings right now so between that and we did other avenues of you know obviously recruiting for the specific event as well I mean we did the old school recruiting route where we put up Flyers those flyers to have QR codes obviously so that still directing people to the website um so there's different avenues that we take for the advertising side like you said how we kind of keeping in mind age and demographics and different people that were reaching out to you know agency person might respond a little bit differently to a digital ad where someone else might want to come and see something more um in person or paper we do the you know the Outreach with different schools and whatnot but always driving them back to that website um and thinking in mind too that different applicants are in different spots within their um their their their applicant Journey you know someone might be looking for a job and they want to start right now someone might be a little bit more Curious um like you said before we had our back and forth I'm like let's just get people in and get make that process easy but some people do have questions and they want to um kind of know who they're applying to before they apply so giving yourself options and that's kind of something we've done with our website is people can really easily quickly apply people can ask questions through a chat feature um and we've seen a lot of people come through from that actually just recently Terry I've seen quite a few people come through a waypoint that I've been able to really quickly get in front of the recruiters um like I mentioned before you know really at the end of the day like when we whether someone applies through a chat feature someone applies through a job fair someone applies through just the the website um we want to reach out to them as soon as possible we already task our recruiters with reaching out to applicants within 24 hours but we're trying to even cut that down so um having you know different Tools in our belt to help the recruiters not only get applicants in but then making it to where we can get them in front of those recruiters even faster so they're not just having to only sort through you know job boards or what not to get to get resumes has been super helpful for us so um and we've also kept in mind with job fairs and with just you know recruitment Marketing in general our different communities so this St Charles location the digital marketing has been super fantastic and obviously we've had great results from it and we've actually before the job for even started we had people coming in so that was kind of exciting to see I'm excited to go back out there and see who else is here um but we do keep in mind you know our smaller communities what can we do that's cost effective for them as well but still um but still bringing an applicant so maybe that is again using those we made little referral cards that have our um our digital marketing campaign mirrored and those referral cards really um like that let's Flamingo and you know that we call them our you matter cards they've got little QR codes on them but we do still go out and meet with people face to face and hand those out so um kind of I guess diversifying using different avenues that can help us bring in people um we also as we were doing all of this so we have all of these different resources that we're working on the HR ends um we're wanting to measure that success and we've built um believe a really cool what we call our dashboard that measures the data so we can see like Holly said we can see what's coming through um as far as what's working for us and what's not we can see are the recruiters by using this tool getting is it getting applicants in front of our recruiters Masters our recruitment recruiter speed delete going down um which we can see it is so I've seen my recruiters drastically improve their speed to leave over the last few months um just from some of the tools you've implemented um and one of those tools that we use actually Terry is is Waypoint so we use your guys's Navigator tool um to give the applicants those options to um you know ask us questions or to schedule an interview and it's been able to get some people right in front of our um right in front of our recruiters and they can reach out just as soon as that information comes through there's some really cool nuggets than what you guys said and I don't want to cut anybody off but there are two things you know often when I think of how Senior Living is attracting prospects it's really the sales person and marketing's job is to help somebody see themselves living there right that that that the lifestyle is right for them and it's really no different on the recruiting side um the why people should come and work for you um that's what you need to convey through this I love love love that campaign that's a boomingo I mean it's awesome but it's about a feeling right and we had also discussed when we were down at argentum um Millennials and how 88 of Millennials um really find it's important to connect with an organization that connects with their values and then the other side of that stat was 86 of Millennials that are no longer feel they connect with your value or more apt to leave and go somewhere else so I thought those were interesting stats and also an interesting parallel to when you're looking for prospects I don't know if you guys have any comments on that but as I was listening to I was like wow this really is very similar to our Prospect where maybe when we were younger we didn't have to tell ourselves we had to sell ourselves people did for sure right for sure I think it was interesting you flipped back to the slide to see the ad yeah just this morning we were spending a little bit of time like really digging deep into the sad yeah and I think one of the reasons why the ad performed so well for us is what I'm going to call the blurry just like our background the kind of blurriness of the ad because what's great is now that you're watching it and I'm gonna have you guys really focus have you seen the diversity and the images um that it's not just um one type of person that we're showing in the images and you have this ability to go kind of back and forth so it's really funny I would ask you do you know how many employees were shown versus residents it gets a little kind of interesting um because you have you know you have that opportunity and animation right to appeal to a bigger audience and it was a super interesting because often they'll stop um the scene at the very end says meals on us right so that one right there that I just said um so we were talking about um you know you had the kind of 4 000 people right um that engaged um many of them were probably seniors too so you know how do you make sure that you have um an ad that goes for diversity um both in terms of age but also in terms of ethnicity and um and also in terms of care or not um do you need care or or um you know just the kind of gamut of your ability to kind of hit as many people as you possibly can yeah um especially when you're doing this type of universal um really fun Universal um digital ad and I think what we found is what's great about the digital space is being able to test um I think we also find that in the website too right um in all our chats right that ability when you have that instant ability to test and learn and do different things in different locations um allows you to decide do you want to more Universal ad like this or do you want to do something very specific with nurses um and and and just laser focus with a list and um make sure that you're you know getting your target very precise so that's what I think is great about digital is you have that ability to kind of change your your audience um yeah makes sense Amber is there anything you want to add there yeah yeah just to kind of from an HR site so you know I'm talking about these the digital ads and let something go on drawing in um you know going back to Millennials really you're like you said it's it's flipped we're really selling ourselves to candidates and making us how can they can they see themselves like how can we appeal to them can they see themselves working with us um and so our marketing team is doing all of this work on the um on the ads and drawing people and getting them to apply really HR has the responsibility or I see it as carrying on that culture and selling ourselves into the interview process and Beyond so like here are these job fairs um on the HR side we're really working to not just show in an ad how can we be different and what can they gain from working with us but like we're showcasing that in our interview side as well um one thing we do at these job fairs is we play volleyball like we're we're literally going to play volleyball with the candidates for a little bit and then we'll sit down and we'll talk about what you know what's great to work with with Aero senior living but even in our interview process we're asking questions that set us apart you know as well we're going to ask questions that pertain to our core values we're not just going to ask your typical interview questions and I've really I've gotten a lot of direct feedback from candidates saying how that's how they um remembered us you know as it's because of the questions we asked and they're still beneficial to us we can still gauge if a candidate is going to be the right fit for us or not but again it's another way that we're setting ourselves apart and how the HR team can really partner with marketing on bringing that messaging that you're trying to convey in your ads into the actual interactions that you're having with applicants really interesting I I vacuum when I'm watching sports games like when I'm watching the Bruins or Patriots like the volleyball idea is a great idea because it allows people to release nervous energy but when there are like really big games on I vacuum Rod's like get out of the way she's got the bathroom [Laughter] all right cool so uh do you want me to take over now on the the speed to lead you yes anything else we want to add okay perfect so um just for our viewers um at Waypoint what we do is we have a navigator that in in most cases we've used for Prospect engagement but most recently probably over the last year we started working with providers including Arrow senior living on utilizing the navigator to help with um really recruitment on the website and the whole concept behind it is think of it as a um a virtual recruitment assistant but what we found is that different people just like when they're looking for senior living living or in different places in their journey and if you only give them one way to convert in they may not be there yet but you can get if you could give them other ways to convert into your candidate pool or your funnel um in ways that you can start to build that it could be very successful and actually meeting them where they are versus having to push them down where you want them to go I think is really key so we've been testing this with narrow Senior Living it's still a little early for our um our data points but we're hoping we'll have some more to share on that but really again it's all about meeting the candidates where they are helping them convert into your candidate pool as fast as possible and then getting back to them as soon as possible so you can get them into a conversation and capture that potential employee before your competition does so as part of this Navigator there's a couple things that we do as one is we have a customizable survey that just asked a few questions to find out where that candidate is what are they thinking about what role are they thinking about and then this also gives the HR department just a little bit of screening data that they can use when they have a conversation with the person and it allows them to really engage in um the second call to action we have is actually giving that candidate the ability to schedule an interview even if it's just a 15-minute screening interview so you can see between your application process um if I go back between going right to the apply now or scheduling an interview or join our team which is the customizable survey you're really giving those candidates a variety of way to engage with you your brand your website your organization your HR department right and then it also gives marketing data that they can look at and see how are people engaging in maybe our application process is too complicated because we were able to see our applicant pool increasing by adding additional tools so it's really about using Innovative tools to just be more quick speed to lead is the key so we do have one case study we worked with Maplewood from January 1st uh to December 31st 2022 and I know Holly knows had her really well and um one of the reasons why we're also working together is that they've had quite a bit of success with this they are simplified it down they don't go right to the apply process but they just offer two additional ctas for people to convert in on um and it's been successful for a Maplewood in the sense that they also used the customizable survey to join our team survey and the schedule and interview ctas and you can see here over there 15 sites the unique clicks it's really important to understand the total clicks the unique clicks how many one individual may have gone back and clicked multiple times and then also understand the form completion how it's converting so these conversion numbers are out of the out of this world I mean 41 of people that clicked on the form actually completed the form and it was submitted as a potential job candidate into the candidate pool and on the schedule in interview 54 who clicked on it and started the form finished it and converting it at 54 so these are really great conversion numbers and again it's really about maybe these folks technologically maybe there was a language barrier who knows why they wanted to engage with this tool versus going into the application process but again you're meeting them where they are um and then we looked at the total hires we looked at their list of total hires uh they supplied that to us and we were able to go back and Cross Match all of the folks that had taken the survey and who they hired so of the total hires 61 of them 61 of the total hires 914 actually um were hired used to join our team survey and then 21 of The Hires used to schedule an interview to engage into the candidate pool um there were eight duplicates meaning there were eight people that did both so you can know they were pretty excited about the potential to work with one of their communities so on average the you know taking those duplicates out there were 74 hires which was about nine percent inquiry to higher so it's really nice to be able to have these numbers to measure you know when I asked Heather I mean what do you really think is the high level value proposition here she literally said she goes you know it's hard she goes you it's sometimes it's really hard to track the effectiveness because we were also doing a lot of digital marketing behind it just like Holly and Amber have been talking about but at the end of the day you was a component of a larger strategy which allowed them to hire 74 more people and for her her biggest thing was it's really about meeting people where they are and helping them convert in in a way that's easy for them and she really believes that this was something that helped their folks do it and then from a return perspective it's not an expensive tool to use so the return on the cost per applicant the cost per hire was really low so okay so now we're going to move it over so Bobby it's your turn um of course we want to engage we want to communicate our why we want people to have a good feeling about the company they're coming to work for we want to convert them into funnel but at the end and we want to respond to them quickly right and keep them engaged but at the end of the day we have to attract in these candidates so I'd love to turn it over to you and if you can talk about um effective digital marketing strategy and how providers can drive more potential candidates to their website through their ads and other things I'd love to turn it over to you yeah well thanks Terry you know we have um really especially since covid um for the last two or three years we have seen um a real surge in um the desire for uh what we call HR recruiting uh campaigns here at canopy um you know the need for um Healthcare staff especially is going up um and you know being able to reach you know getting getting your message your your community's uh opportunities in front of the right people at the right time is really what it's all about um you know one of the fortunate things about this industry is that when you're looking for healthcare professionals um specifically um those are licensed professionals generally and meaning that there is data to be purchased out there the third party data World um and uh home address data email addresses things like that that we can use to um really create a a targeted audience uh through location-based marketing and um the primary tactic we use for that is something called geofencing probably everyone here has heard about that now here in the senior living industry has been around quite a while um has become really popular for Senior Living marketing generally is great for recruiting um a specific tactic um kind of sub-tastic tactic within g-dffencing is something called addressable geofencing or what we call Residential geofencing where we can purchase or acquire a list of home addresses of healthcare workers and specific things like uh like RNs licensed medical professionals of any category um and then load those addresses in in your primary market area we usually Define that by an area that is a reasonable driving distance to your community and then we can geofence those specific homes it's very much like a like a digital version of direct mail if you will we're focused on specific addresses where those licensed professionals live um and we can capture uh mobile device IDs from those addresses uh and then Target ads uh to mobile device IDs and laptops and tablets and things like that um as well as targeting um your traditional display advertising uh we can use actually use those mobile device IDs that we capture um to create social media audiences um so we can load those devices and live with those addresses that we identified through the third party data that we purchased we can load those devices into Facebook and Instagram and Linkedin um and uh run social media ads on your behalf specifically to those devices um so we can get them in lots of different ways we do a lot of other kinds of digital tactics as well some of the traditional things like pay-per-click advertising Target targeting the job posting type sites like monster Glassdoor indeed things like that targeting those directly um in a lot less expensive way than having a contract with them specifically you can get just a lot more bang for your buck uh by targeting them and kind of the aggregate if you will um as well so all of these ways are ways to reach um reach potential employees we we also um Target your competitors in the area and so you know you're probably being targeted to by your competitors but we can draw geofences on all the other Senior Living uh assist living memory care any kind of health services in the area to let people know we we try to get really creative with that we look at um especially for healthcare workers we look at nursing schools and colleges and community colleges um you may you may have culinary schools in your area that we can geofence to reach people to work in a food and beverage departments and that sort of thing um so you know there's lots of ways to find audiences of potential candidates to serve them ads you know um uh we've talked a little bit earlier about um you know the kind of ads the creatives Terry I'd love to touch on that you know one of the things that we found over the last two or three years is um the power of changing up the creatives on a on a four to five week basis um if you think about you know just like uh General Senior Living marketing you know we're reaching we're targeting uh all the most um highly likely individuals in your primary market area who would be a good potential for your community right and we're serving them ads over and over and over again over a long period of time not knowing exactly when they're going to be in Market um for your community uh but we want to be there when they are and if we keep kind of changing up those creatives we get that we we kind of re-engage their attention over time well that works the exact same way uh for recruiting as well you know we're going to be targeting uh those community colleges uh culinary schools there's nursing schools um the home addresses uh potential recruits in the medical industry um especially in the nurses in healthcare and um we don't know when some life event is going to cause them to be you know really looking for a job you know something happens where they currently work or there you know something happens where they're looking for a better opportunity um and then you know we want to make sure that we can kind of keep their attention focused on your brand um you know the your community is uh not in that opportunity it really is a brand right and so that brand needs to be compelling um it keep their keep some of the tension and be top of mind when that opportunity arises that somebody's like hey I'm interested in finding something new um and to kind of convince them to come over to you so change those creatives up a lot it's really important um as well as the right tactic I love it I mean right people right time right totally make sense and then using data which some people might call creepy data but at the end of the day it's just Target marketing right that's right so you're taking the data that you were able to capture and spending the marketing dollars more efficiently towards attracting the people that you really want versus doing blanket campaigns hoping that Something's Gonna stick and maybe spend too much money can you talk to our the viewers of this um webinar when they're thinking about budgets and and Holly and Amber feel free to jump in as well but we maybe we can start with Bobby is you know how do you allocate what's the minimum how should you think about this maybe you could just guide some folks that aren't doing this that aren't yeah just geotargeting and this marketing and very specific um and help them along yeah yeah typically one million dollars a month is a great number so I wonder if you guys are so successful uh we have no one million dollar budgets working here at canopy I promise um so typically uh it's really not very expensive um if you think about you know one of the great things about um targeted digital campaigns rather than just serving ads to everybody is that you're really reducing the audience size down to the most likely to be um in Market if you will right the most likely candidates in your area we're doing everything that we can here at canopy to give you really actually a smaller audience rather than a really large one um and and with that smaller audience once we kind of have it down to those just the specific people who really would potentially be someone who would um you know apply for a position um it gives us the opportunity to have a smaller audience and a lot more ad Impressions to that audience at us in a really smaller budget so you're getting just so much more bang for your buck that way um we we run um recruiting Camp very effective recruiting campaigns uh for for different communities really based on the size of the audience potential so you know for example uh a community in um let's say um uh I'm trying to have a good good at Winston-Salem North Carolina is not going to be as large as uh New York City right I mean this this is a huge scale there right so depending on that but I would say that the average uh Senior Living recruiting campaign uh typically has a budget of about 1500 a month and ads been across multiple tactics has about four or five different tactics up to roughly three thousand thirty three hundred for a really larger market so really in I would say maybe I guess the average is probably 2 000 to 2500 in that range kind of in the middle um we see real effect is there we like to have a budget about that size so that we have enough um uh budget to work with across three or four different tactics for our communities we think that it's really valuable to get your ad um in front of potential candidates across multiple channels over time so they're seeing they're seeing your ad kind of everywhere they look when they're online all right that's this makes the campaign seem bigger and larger um and quite just more impressive I have an old boss used to say um repetition is the mother of learning so an old saying which the more you say something the more you do it the you know it makes sense on the repetitive Amber or Holly you want to add anything there well I definitely think that although it is good to have um ongoing campaigns one of the great things about the digital area is you have that flexibility to potentially test things like for an event where you're testing for a small amount of time so the commitment is a little bit lower um and also you have an ability to um often test in one channel for a hundred dollars two hundred dollars three hundred dollars um and so although your whole campaign that you're launching across all those different medians might be larger than that when you're just trying it and just getting into it you have that flexibility um which is what is great about um the digital uh kind of uh Channel versus you know if you're printing something and you mail it there's no go backs or yeah you know so that's what I think is fun about digital is that ability to you know test and learn and try things go ahead sorry Bobby I was gonna say that I think that's a really great point and and one of the things that we we can do which is great is you know we would recommend all is there really ever a time where you're not taking candidates right having come and always on strategy and that could be very minimal really quite frankly each month um just having your message out there for potential candidates to come along um and then as needs arise um you know you have a campaign in place that's that's running that can be boosted um or you know you can kind of search The Surge the budget for a month or two um or reduce it when seasonally you're just not you don't need as many people so um the flexibility tallest point is really important I think um yeah and then I was just going to say too I think we've tried ads too that's kind of captured both audiences so like we've been able to capture residents and employees through some um digital ads that we've done before and then also you like for us for era we have locations fairly close to each other in our market so we'll have candidates come through that might come through like so for this event that I'm at now that we've gotten these applicants from a digital ad we don't hear them at St Charles they might consider them for our other location down the street or for kings and walk and so when you start involving more than one Community into one ad you could spread the budget a little bit among more than one location so for sure yeah that totally makes sense awesome so um I don't know if anybody has anything else to add but I can wrap it up I think we're coming up to about 45 minutes so um anybody else want to have an add anything before we jump into the key takeaways yeah okay awesome so the key takeaways today are really HR and marketing need to work together to really deploy great strategies and you heard some really great things today and clearly um Holly Amber and even Bobby as their Consulting outside they're part of the team it's part of the team in achieving what you need to do so um building a digital marketing strategy that's Based on data like Holly said I mean you can adjust you can change you can do things and having that data and understanding the impact of it is really key um and overall it's really not very different from capturing prospects right you're selling them on your why or lifestyle it's a lifestyle even for a potential candidate to come and spend 40 hours plus a week with you right so it is their life life conveying your why and all of that they're very much the same as well as speed to lead you need to respond to folks that apply do you know how easy your application process is it's really important and then leveraging tools like our tool at Waypoint there are other tools out there as well how do you help get a diverse group of people that could be anywhere in their search process or in different um and meeting them where they are and helping them convert into your pool so those are some of the things that we wanted to deliver today I hope you found it useful if you have any questions specific questions uh feel free to send it to support waypointconverts.com and we'll direct the inquiry to the right person or you could also go to the websites or connect with any of us on LinkedIn as well um but we're super grateful that you joined us today and we hope you got something out of it and this has been fantastic thank you all for joining and contributing thank you so much thank you awesome foreign