Dental Recruitment Campaigns

2020 YourDentalHealth (YDH) Recruitment Campaigns | British Columbia Dental Association

Purpose

To address the dental staff shortage by encouraging laid-off hospitality workers to explore opportunities in non-certified dental staff roles.

Solution
Created an engaging campaign that highlighted the transferable skills gained in the hospitality industry and how they align with roles in dentistry. The ads directed job seekers to BCDA’s public-facing dental staff career web page, which featured job postings and training resources.

Campaign Highlights
The Fall 2020 YourDentalHealth campaign was promoted through a multi-channel approach, including:

• Large-format digital billboards in prominent locations.

• Commuter billboards on high-traffic routes in the Lower Mainland.

• TransLink exterior bus signage for mobile visibility.

• Targeted digital ads to reach specific audiences online.

Results
The campaign successfully connected job seekers with new career opportunities while addressing a critical staffing shortage in the dental industry. It reinforced the value of hospitality skills in a new professional setting, creating a seamless transition for job seekers.

Recruitment Campaign

2020 Summer YDH Recruitment Campaign | British Columbia Dental Association (BCDA)

Purpose

To address public fears about visiting the dentist during the pandemic and reassure individuals about the safety measures in place.

Solution

Developed an engaging 30-second TV commercial highlighting:

• Enhanced safety protocols and changes to the dental office experience.

• An invitation for patients to become partners in infection control.

The commercial aired for two months in Vancouver, Victoria, Kelowna, Prince George, and Kamloops. Additionally, a 15-second version was created for programmatic video platforms and social media campaigns.

Results

• YouTube: 2.88 million impressions and 5,703 clicks to the BCDA public website.

• Social Media: Reached over 800,000 unique users, delivering 139,259 video completions and 14,516 link clicks to the dental website.