The Challenge
As a fast-growing medical technology company in the remote cardiac monitoring space, iRhythm needed to significantly expand its pipeline of Certified Cardiac Technicians (CCT) across California. These technicians monitor patient heart rhythms, interpret EKG data, and support physicians in delivering real-time cardiac care.
Despite strong brand recognition, the company faced several recruitment obstacles, including:
1. Over-Reliance on Job Boards
iRhythm’s internal hiring team relied almost exclusively on job boards. While the company was capturing mid- and bottom-funnel applicants, they missed a wider top-of-funnel, non-certified talent pool.
2. Budget Limitations
California is the largest state in the U.S. by population and one of the most expensive advertising markets. The company needed to drive hiring in:
- San Francisco County (HQ region)
- Los Angeles County
- San Diego County
- Additional markets across the state
However, iRhythm’s total budget was low for a state-wide campaign, especially for California.
3. Compliance and Operational Constraints
Operating in healthcare meant strict adherence to HIPAA and EEOC guidelines, resulting in:
- Limited access to corporate social media and internal technology
- Legal, human resources, and marketing oversight on ad creative
Any solution needed to remain fully compliant while delivering a measurable hiring impact.
4. Diversity and Representation Goals
iRhythm wanted to ensure creative assets reflected diverse representation so candidates of all backgrounds could see themselves in the role.
The ProIQ Solution
ProIQ developed a targeted healthcare technology recruitment strategy to expand the candidate pipeline and improve lead generation across multiple markets.
The recruitment marketing campaign combined statewide social media advertising, video creative, embedded pop-up application forms, and ongoing budget optimization to reach potential candidates and maximize results within the pilot budget.
Key Strategy Pillars:
1. Statewide Social Media Recruitment Campaigns
- Launched geographically targeted social media campaigns
- Allocated budget strategically across key metro areas and counties, then remaining regions statewide
- Targeted individuals with backgrounds in:
- Cardiac monitoring
- EKG interpretation
- EMT, paramedic, LPN, CNA
- Healthcare technology
- 911 dispatch and related monitoring roles
- Career changers seeking healthcare entry paths
2. Video-Optimized Creative Strategy
To provide clarity about role expectations and environment in digestible, engaging formats while supporting iRhythm’s DEI initiatives, ProIQ:
- Edited long-form, corporate-approved day-in-the-life video footage content into 15- and 30-second ad variations
- Highlighted real employee experiences
- Ensured diverse representation in visuals
3. Embedded Pop-Up Application Funnel
Because ATS integration wasn’t feasible due to compliance, ProIQ built a streamlined pop-up form experience to capture candidate information directly within the ad ecosystem. Pop-up form questions included:
- First name
- Last name
- Phone number
- Current job title
- Current company
- State
- Zip code
- Do you have cardiac monitoring experience?
The form allowed iRhythm to quickly identify healthcare-experienced candidates while still capturing a wider talent pool.
The Results
Despite iRhythm operating with a modest budget in one of the country's most competitive advertising markets, ProIQ delivered strong, measurable outcomes.
Final Report Metrics
- Total Candidates Generated: 301
- Total Cost Per Candidate: $6.89
- Healthcare Candidates Generated: 132
- Cost per Healthcare Candidate: $15.72
- Total Reach: ~37,000 Californians
- Total Impressions: 107,000+
- Click-Through Rate: 2.93% (vs. 0.47% industry benchmark at the time)
- Cost Per Click: $0.66 (vs. $2.72 benchmark)
During and Following the Pilot:
- The company filled 120 positions in Los Angeles and San Diego within eight weeks
- ProIQ-generated candidates contributed directly to those hires
- The remaining candidates were retained and nurtured for future openings
Campaign Creative in Action
The campaign incorporated video recruitment ads designed to expand reach, engage potential candidates, and drive applications across targeted markets. The examples below highlight the video creative developed to support the healthcare technology recruitment campaign.
The campaign delivered immediate hiring impact and created a sustainable, nurture-ready pipeline.
When job boards limit your reach to active job seekers, your growth is capped. ProIQ helps organizations unlock untapped talent pools through engaging, data-driven recruitment marketing strategies.
Ready to expand your top-of-funnel candidate flow? Contact ProIQ to build a scalable hiring pipeline today.
