CHCP Recruitment Transformation
Executive Overview, Performance, and Strategic Direction
CHCP and Ascend HR Corp | HR Maximizer — 21-Month Partnership Review
Executive Summary
Over the past 21 months, CHCP and Ascend HR Corp | HR Maximizer have partnered to build and scale a modern recruitment system designed to improve visibility, candidate experience, and hiring outcomes.
This initiative has combined recruitment, marketing, and technology into one connected system — transforming how CHCP attracts, engages, and converts candidates.
Today, that system is in place, producing measurable results, and now being successfully applied to the most difficult-to-fill roles, including Sonography.
What We Originally Set Out to Do
From the beginning, the strategy focused on combining marketing and recruiting into one system:
The Strategy
  • Video-driven recruitment marketing
  • Targeted advertising campaigns
  • Custom career and landing pages
  • Mobile-first candidate experience
  • Applicant screening and faster follow-up
  • Reporting and continuous optimization
Designed To
  • Attract both active and passive candidates
  • Increase visibility for hard-to-fill roles
  • Improve conversion from interest to applicant
  • Support your team as an extension of your internal function
What We Have Delivered
Total Performance — 21 Months
1,606,099
Impressions
853,070
Video Views
64,299
Visitors
11,096
Applicants
Average Monthly Performance
76.48K
Impressions per Month
40.62K
Video Views per Month
3.06K
Visitors per Month
528
Applicants per Month
Performance vs. Original Expectations
Original Projections:
  • 15,000–20,000 video views per month
  • ~500 site visitors per month
  • ~30 applicants per month depending on role type
What Actually Happened:
  • Video views running at 2–3x expected levels
  • Traffic and engagement significantly exceeded projections
  • Applicant volume scaled far beyond initial estimates
This confirms that the model is not only working — it is outperforming the original expectations.
What We Built Together
Beyond performance metrics, the most important outcome is the system that now exists.
Recruitment Infrastructure
Standardized job posting system, ATS integration with JazzHR, structured campaign and reporting processes
Candidate Experience
Interview invitation landing pages, offer-stage guidance pages, clear communication, reduced drop-off and improved engagement
Recruitment Marketing Engine
Ongoing video production strategy, multi-platform advertising campaigns, consistent employer branding across all campaigns
Workflow Alignment
Strong collaboration with HR and recruiting teams, defined intake and evaluation processes, improved communication across teams
Key Insight
Recruitment is no longer operating as isolated activities. It is now functioning as a connected system.
01
Marketing
Drives awareness
02
Video
Builds trust
03
Campaigns
Generate interest
04
Systems
Convert candidates
05
Teams
Move faster with better alignment
Proof of Effectiveness
The integrated system is producing results across every stage of the recruitment funnel.
Increased Engagement
Stronger results in one of the hardest hiring categories
Improved Candidate Flow
Better pipeline from credentialed professionals
Early Validation
Success confirming the strategy is working
What This Means for CHCP
CHCP has transitioned from reactive hiring to a structured, scalable recruitment model.
Faster hiring cycles
Better candidate quality
More predictable pipeline generation
Improved program stability
The Opportunity Ahead
The foundation is built. The next phase is not reinvention — it is scaling and optimizing.
Priority Roles
Increase visibility for hard-to-fill and priority positions
Targeted Outreach
Expand into credential-specific talent pools
Video Strategy
Strengthen and deploy video content more strategically
Continuous Refinement
Continue refining messaging and candidate flow
Strategic Impact
  • Enrollment stability through consistent staffing
  • Reduced vacancy-related disruption
  • Stronger employer brand positioning
  • Long-term recruitment scalability
Technology Innovation: Job Ad Craft
Developed in collaboration with CHCP's HR team, Job Ad Craft has transformed how job postings are created and managed.
Key Capabilities
  • Automated job ad creation from existing links
  • Consistent formatting and CHCP voice across postings
  • Automatic matching of employer brand videos
  • One-click publishing to JazzHR
  • Centralized job management and bulk editing
  • Bulk job import via Google Sheets
  • Automatic campus/location assignment
Impact
  • Reduces job posting creation time from hours to minutes
  • Ensures consistency across all campuses and roles
  • Eliminates repetitive manual work
  • Improves recruiter efficiency and speed to market
Technology Innovation: CHCP Jobs Platform
A branded careers site that keeps candidates within the CHCP experience — from first interaction through application submission.
Candidate Experience
  • Accordion-style job listings grouped by campus
  • Personalized job recommendations based on browsing behavior
  • 3-minute application process with JazzHR embedded directly in job pages — no redirects
  • Rotating library of CHCP videos throughout the site
Operational Advantages
  • Real-time sync with JazzHR — no manual updates required
  • Google Tag Manager installed for full funnel analytics and campaign attribution
  • Built to support direct feeds to Indeed and LinkedIn
  • Dedicated Sonography and CPR/Health Street instructor sections
Better Conversion
Keeps candidates within CHCP's brand environment from first click to application
Structured Job Content
Automatically formats roles into Benefits, Responsibilities, and Qualifications — cleaning inconsistent ATS data
Full Visibility
Complete insight into candidate behavior, funnel performance, and campaign attribution
Scalable Foundation
Built to grow with CHCP's hiring needs and future distribution channels
Latest Initiative: Sonography Recruitment
Applying the full system to one of the most difficult hiring categories.
What Was Implemented
  • Dedicated landing page: chcpjobs.com/sonography
  • Targeted advertising campaigns focused on credentialed professionals
  • Video content deployment aligned to the role
  • Messaging tailored to clinicians considering teaching
  • Alignment with recruiting team for rapid follow-up
Early Results
  • 7 candidates submitted across Sonography, DMS, and Echocardiography roles
  • Increased engagement from credentialed professionals
  • Early pipeline growth in a hard-to-fill category
The strategy works even in the most challenging roles. The opportunity now is scaling.
Next Phase
01
Expand Visibility
Targeted campaigns to reach more credentialed professionals
02
Add Long-Form Video
1–3 minute videos on the landing page highlighting why clinicians transition to teaching, career impact, and the instructor experience at CHCP
03
Improve Conversion
Better candidate confidence and reduced time-to-fill through stronger messaging and follow-up alignment
Closing Perspective
We set out to build a system that attracts the right candidates, converts interest into applicants, and supports your team consistently.
01
Attract
The right candidates through targeted, video-driven marketing
02
Convert
Interest into applicants through optimized systems and messaging
03
Support
Your team consistently with scalable infrastructure and alignment
That system is now in place, performing above expectations, and proving effective even in the most difficult hiring categories. The next step is simple: Continue scaling what is already working.