The need to support MaineHealth’s 22,000 healthcare workers has never been more evident. After five years working with Northern New England’s largest and most comprehensive healthcare network, the pandemic increased the agility and stamina required day-to-day, the rolling impact on our frontline workers in healthcare continues to require critical attention. In 2023 we began focusing a large portion of our effort on addressing and informing the need for healthcare personnel. Our recruitment efforts stretched across all of New England with both targeted digital approaches that had surgical precision in its audience building tactics, paired with broad focus to expand awareness for one of America’s Best Large Employers according to Forbes. Our strategy was split between a focus on branding for the healthcare system, with a strong CTA to increase applications.