About Vi Living
Founded in 1987, Vi Senior Living operates 10 continuing care retirement communities across the United States, providing residents with a resort-style lifestyle that includes independent living, assisted living, skilled nursing, and memory care services. Residents enjoy stylish living accommodations, world-class cuisine, vibrant lifestyle programming, and a friendly and welcoming community atmosphere. on-site care, and amenities. With a workforce of 3,000 employees, Vi Living is committed to enriching residents’ lives through quality environments, services, and programming.
Vi Living came to Appcast during their search for a new recruitment marketing partner. At the time, they were looking to refine their recruitment marketing strategy with more hands-on support and market-based guidance. Most importantly, they were operating within a limited budget and sought to increase their qualified candidate pipeline without increasing recruiting costs.
“When we found Appcast, we were
in the process of a huge transformation. At the time, our programmatic provider lacked the transparency we needed. Everything was a mystery in terms of how our budget was being spent and we weren’t seeing results.”
— Claudine Trudeau, Assistant VP of Talent Acquisition,
Vi Living
Challenges
- Diverse Recruitment Needs: Vi Living had a dynamic range of hiring needs, including critical nursing roles such as CNAs and RNs, as well as positions in their Resident Services, Culinary & Dining, and Facilities departments. This necessitated a tailored approach to attract more of the right candidates for every role type and facility
- Lack of Performance Visibility: With their previous recruitment marketing partner, Vi Living had limited visibility into which publishers were driving the highest volume of qualified applicants, resulting in wasted budget on underperforming sites
- Regional Budget Disparities: Vi Living faced challenges with some facilities in the same regions consuming a disproportionate share of their recruitment budget, leading to the need for a custom strategy to ensure budget allocation was aligned with actual needs
Solutions
Programmatic Campaigns: To reach a larger pool of job seekers, Vi Living advertised their jobs across Appcast’s industry-leading, proprietary network of thousands of job sites. Programmatic technology and impression-to-hire tracking ensured that the right jobs were being advertised on the right sites for an efficient spend of budget
Budget Segmentation and Control: Campaigns were restructured to distribute budgets among facilities based on anticipated need, preventing overspending in specific locations while ensuring all sites received adequate budget to drive consistent candidate pipeline
Consultative Support: Appcast provided 24/7 support with daily campaign management, comprehensive performance reporting, and regular check-ins to align on strategy and hiring needs. As refinements were made, Vi Living continued to see performance improvements over time
Centralized Invoicing with Appcast’s Traditional Recruitment Media Pillar: Vi Living worked with Appcast to centralize their recruitment vendors into one invoice, which included Indeed Resume. This meant fewer hours spent on invoice management and more time spent on recruiting
“With Appcast, our candidate flow has almost tripled since last year. And it’s not just candidate volume, but also quality, that’s improved. We know this because our openings are way down, we’ve had to hire less, and we have fewer terminations.”
— Shawn Scott, Director of Talent Acquisition, Vi Living
Results
- 3X increase in application rate per job, indicating broader candidate reach and higher engagement across campaigns
- 2X increase in apply completion rates with implementation of impression-to-hire tracking and quick apply integration
- CPA consistently remained 75% lower than market rates, representing a significantly more efficient spend of Vi Living’s recruitment spend for better results
“Appcast’s product, service, and results speak for themselves. It’s a no brainer.”
— Shawn Scott, Director of Talent Acquisition, Vi Living
