DaVita drove a 42% lift in job applicants from LinkedIn

1. The challenge

Seeking the best people to provide the best patient care

DaVita is a healthcare company focused on caring for patients through the full spectrum of kidney disease. With roughly 2,700 centers in the US and hundreds more across 10 countries, DaVita treats over 200,000 patients internationally. They do this with the support of over 60,000 dedicated teammates.



But labor markets are increasingly competitive and hiring patient care professionals, especially nurses, is not easy.

2. The strategy

Inspiring teammates to tell their story

DaVita’s marketing and talent acquisition teams knew that they had to work together to come up with a compelling recruitment strategy for social media. First, they identified that the best way to attract applicants is by showcasing the innovation, supportive culture, great benefits, and career opportunities DaVita offers.

They also knew that just posting organically on the company social accounts wasn’t going to get the results they needed. “Research has shown us that voices of individuals are trusted far more than brand voices,” explains David Tauchen, Director of Communications, Owned Content, Social Media for DaVita.

Instead, by inviting employees to share their personal experiences, DaVita can tell the real story: that their people are passionate about patient care. For Jenny Nailling, Communications Manager, it was all about sharing inspiring content focused on specific teammates and how the organization helped them build their careers.

“Once we write the stories and send to the Amplify platform, our talent acquisition teammates can simply choose the stories they are inclined to share and post on their social media channels. They don’t need to worry if it’s on-brand or if it’s approved—it’s all safe content to use.”

Kristin Landreth

Employment Brand Content Manager
DaVita

3. The action

Spreading the word across social, exponentially

While they gathered and crafted stories into social posts, the team also needed an easy and scalable way for DaVita’s employees to share these posts to their own personal networks. 


Brand safety, a unified narrative, and compliance were all real risks.



Enter Hootsuite Amplify, an employee advocacy platform that makes it easy for employees to safely share company social media posts, boost brand awareness, and expand reach.

Now DaVita has 200 ambassadors across teams sharing their success stories on social media. And through Hootsuite Amplify, those stories reach a wider audience of potential recruits—seamlessly and safely.

4. The results

More traffic, more applicants, more hires

Between inspiring stories and the ease of sharing them, it’s no surprise that DaVita found success with their Hootsuite Amplify program.

It’s been so successful that DaVita is looking into ramping up the program so they can get more ambassadors on board, says Landreth.

“We want to hire teammates that truly care—who want to build relationships and trust with our patients. Living with chronic kidney disease can be very challenging and frightening for patients,” she says. “We want to be sure that we attract nurses who share the desire to make a difference—whose passion is our purpose.”

With the help of Hootsuite Amplify, DaVita—and their patients—can rest easy.