Our Work

Ryman Healthcare, a leading provider of retirement villages in New Zealand, is known for its innovation and commitment to quality care. With ambitious growth plans, Ryman sought to refine its recruitment strategies, ensuring they attract top-tier talent both efficiently and cost-effectively. To achieve this, Ryman partnered with us to implement HainesAnalytics, a customised attribution and measurement solution designed to optimise recruitment media spend.

By understanding how various touchpoints—such as paid ads, organic search, and media campaigns—contribute to candidate conversions, Ryman can now make data-driven decisions that enhance marketing efficiency, justify spending, and improve recruitment strategies. This attribution model ensures Ryman invests in the most effective channels, while also enhancing the overall experience for both candidates and residents. As Ryman expanded its recruitment efforts, they faced a key challenge: effectively reallocating their budgets across media channels, including paid social platforms and job boards. Without clear insights into which channels were delivering the best results, they needed a robust system to evaluate media performance and enable informed budget allocation for maximum impact.

We addressed this challenge by developing a custom attribution model, integrated into Google Analytics, which provides Ryman with detailed insights into how candidates engage with their recruitment media. Key elements of the solution included:

• Unified interface: We setup a centralised dashboard that consolidates data from all their media channels—both paid and organic—so they could easily track candidate interactions from the first click to the final application.
• Comprehensive tracking: Advanced tracking was implemented to monitor every touchpoint in the candidate journey. This allowed Ryman to understand which channels were driving the most meaningful engagements.
• Attribution modelling: We designed a custom attribution model that assigns value to each interaction a candidate has with Ryman's media. This provides them with a clear view of which platforms are contributing the most
• Optimisation and scalability: Built for long-term growth, HainesAnalytics provides Ryman with a strong foundation to continually assess, and shift media spend as needed, ensuring flexibility to scale and optimise recruitment efforts over time.

To date, the model has enhanced Ryman's recruitment outcomes, improved lead generation, and helped maximise the return on investment for their marketing activities. As the system continues to capture valuable insights, Ryman is well-positioned to further optimise their recruitment campaigns, ensuring sustained success in attracting high-quality candidates.

The implementation of a custom attribution model has given Ryman Healthcare the clarity they needed to assess their recruitment media. By enabling them to track and analyse the effectiveness of each channel, we've laid a strong foundation for future growth. This case highlights how through an agnostic and thoughtful, data-driven approach can provide the insights necessary to make informed media decisions that drive results.