How We Helped Min Doktor Work Long-Term and Strategically with Their Recruitment Needs in Healthcare
BACKGROUND
Min Doktor is Sweden’s first digital primary healthcare provider, founded in 2013 by doctor Magnus Nyhlén with the vision of offering safe, efficient, and equitable healthcare regardless of where people live.
The company combines digital healthcare with physical clinics and vaccination centers and has handled over four million patient cases to date. Despite its strong growth, Min Doktor has faced challenges in recruiting a sufficient number of licensed nurses.
The image shows a still from the video recorded in collaboration with Min Doktor.
OUR EFFORTS
Working long-term and proactively, rather than relying on reactive one-off efforts, increases candidate interest in joining Min Doktor. Candidates recognize the employer and have already become familiar with the workplace.
The image shows a still from the video recorded with Min Doktor.
SOLUTION
To support Min Doktor in working more long-term and strategically with its recruitment needs within healthcare, we have developed a model that replaces the traditional, demand-driven recruitment approach. Instead of acting only when a need arises, we’ve built a two-step strategy that begins by creating engagement and increasing awareness of Min Doktor as an employer, even before a position becomes vacant.
The goal of our always-on campaign is to build brand awareness, drive relevant traffic to the careers page, and simultaneously create valuable content for future recruitment efforts. When we later run more targeted ads, we can re-advertise to an already interested audience. In this way, we create a more cohesive and effective candidate journey, increasing the chances of reaching even passive job seekers.
Additionally, we’ve visited Min Doktor and recorded Employee Generated Content (EGC) to highlight the voices of employees and strengthen the employer brand. This material is used in an Always On campaign, which is continuously aimed at relevant target groups and rotates geographically across the country based on current and future recruitment needs.
By doing so, we are building a continuous and strategically present employer narrative in Min Doktor’s social media – a more sustainable alternative to quick, ad-hoc interventions.