Project
U.S. Army Medicine Civilian Corps
The U.S. Army Medicine Civilian Corps (AMCC) represents a nationwide network of civilian healthcare professionals supporting military treatment facilities. My team was brought in to replace a previous agency and drive greater awareness and engagement through modernized digital marketing. The goal: increase visibility, boost recruitment, and elevate the organization’s presence within a highly specialized talent pool.
Scope of Work
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Social Media Strategy
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LinkedIn Audience Build-Out & Ad Management
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Job Board Management (Organic & Paid)
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Google Ads
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Analytics & Reporting
My Approach & Contributions
Taking over from a previous agency, I first conducted a deep dive into campaign performance, audience targeting, and messaging gaps. I rebuilt LinkedIn ad campaigns from the ground up, aligning creative and targeting to better reach healthcare professionals in relevant specialties. I also managed paid job board listings and refreshed Google Ads to align with high-intent search behaviors. All programs were tightly integrated with Google Analytics and recruitment CRM to track application activity and refine spend allocation over time.
Key contributions:
- Optimized paid social campaigns with 2x industry engagement on LinkedIn
- Reallocated ad budget to maximize ROI across job boards and Google Ads
- Developed monthly analytics dashboards for leadership and recruitment teams
- Introduced A/B testing and message iteration for continuous improvement
The Results
- Over 2,100 total engagement actions from LinkedIn campaigns (clicks, shares, comments)
- LinkedIn engagement rate doubled the healthcare industry benchmark
- 4.9% conversion rate on job application form fills
- 95% increase in paid traffic over previous year
- 138% increase in social media-driven site traffic
- Annual paid budget managed: $46,000 (LinkedIn), $36,000 (Google & Social)
