If candidates can’t find your openings, they can’t apply. This guide breaks down what modern search technology looks for—and how recruiters can align with it to improve reach and applicant quality.

Some organizations are rising to the top of modern discovery tools without spending more on ads. The difference isn’t tactics—it’s alignment, authenticity, and experience. Here’s how leaders are pulling ahead.

Why Marketing and Talent Acquisition Must Be Allies in Healthcare In healthcare, a strong brand has always been essential for earning community trust, but today, it carries even greater weight. A brand is no longer just a promise to patients; it’s a proof point to employees. Every message, from a billboard to a benefits brochure, […]

Great brands start with great people.

Transform candidate journeys through intuitive layouts, fast-loading pages, and storytelling that connects with the right people.

Great healthcare brands are built from within.

Struggling to attract quality applicants? Transform your career site into a top-performing recruitment engine today.

Your career site might be costing you talent. Here’s how to fix it.

This generation bridges pre-digital roots with social fluency, demanding authenticity, growth, flexibility, and meaningful work.

Rising AI-driven searches demand optimized content so career opportunities surface where talent is looking.

Your employees are your brand. Empower them to deliver on your promise at every touchpoint.

In today’s complex media landscape, the agencies delivering breakthrough results are those that pair creative excellence with deep industry fluency, regulatory insight, audience understanding and the ability to synthesize solutions that truly move the needle.

Provide executives the clear evidence they demand, helping you secure resources for modern recruitment marketing success.

Strong vendor relationships foster trust, drive innovation and support better outcomes across the healthcare ecosystem.

Marketing sets the stage. Comms brings it to life. Together, they help shape the patient experience.

Insights from Built to Attract, The Evolution of Hiring: Moving from Recruitment to Attraction. Kindle edition, paperback and hardcover are available now at Amazon.com.

Last week, I had the pleasure of attending the Mid-Atlantic Society for Healthcare Strategy and Market Development (MASHSMD) Conference in Dewey Beach, Delaware—and what an energizing few days! From thought-provoking sessions to meaningful connections (and yes, a few too many orange crushes), this year’s gathering was truly one to remember. I was fortunate to be […]

Your brand promise isn’t tested when things are easy—it’s tested in a crisis. Are you ready?

Is your messaging consistent across teams? A strong message platform keeps your brand aligned and clear.

As AI reshapes recruitment, even well-meaning automation can undermine a carefully built candidate experience. Explore how using tools like agentic AI can impact your EVP, and how to strike the right balance between innovation and human connection.

In a spirited twist on rivalry and goodwill, AB&C’s billboard stunt outside Arrowhead Stadium generated national buzz, rallied fans on both sides, and raised funds for charities in Philadelphia and Kansas City.

Candidates expect more than a one-size-fits-all experience that doesn’t reflect their unique needs and motivations during the hiring process. And if they do get what feels like a generic candidate journey, they just might move on. This can be especially true for top talent who know their worth. Persona-led candidate journeys can play an essential […]

Authentic employee stories — from quick Q&As to full video series — are your most powerful tool for attracting talent, building trust, and turning your people into proud advocates.

From the MLB to local leagues, sports sponsorships are putting healthcare brands in the spotlight—and in the heart of their communities.

In a market where ghosting has gone both ways, a respectful candidate experience isn’t just kind—it’s a business advantage that protects your brand and bottom line.

During the big game, expect brands to treat AI as a tool rather than the centerpiece of creativity—using it to streamline production while relying on bold storytelling and nostalgic nods to capture consumer attention. Each commercial break will become a strategic battleground where innovative ideas meet time-tested branding, ensuring that every ad reinforces a consistent, memorable narrative.

Find out what it means for users, brands, and the future.

Disagreement sparks innovation—why healthy debate is essential for creativity at AB&C.

Unlock $1.2M in revenue: The key to faster physician hires.

Your job postings speak volumes—ensure they’re polished, professional, and applicant-friendly.

The one-agency-does-it-all model is outdated. Discover how collaboration is driving smarter strategies.

A year-round, strategic recruitment checklist keeps you ahead, ready to attract top talent and fill roles efficiently—whatever the season.

Discover how working together can elevate your EVP, improve talent acquisition, and highlight company culture.

The joy of advertising is still here; we just need to reconnect with it. Here’s how we’re doing it.

Unlock recruitment marketing secrets every new marketer should know today.

Learn how to engage physicians through recognition days, testimonials, tech-focused content, and more. Boost trust, highlight innovation, and showcase your organization’s commitment to clinician well-being. Let’s make your recruitment efforts stand out!

Marketing and fantasy football may seem unrelated, but both involve strategic thinking and understanding behavior. By applying principles like avoiding the sunk-cost fallacy, leveraging biases, and using key data, you can gain a competitive edge in your fantasy league.

Discover how simplifying the application process can enhance the candidate experience and boost your recruitment ROI.

Empower your employer brand with an authentic allyship program—because everyone deserves someone in their corner.

Here are some essential tips to help you craft effective job titles for Indeed, ensuring your listings are clear, concise, and optimized for search visibility. .

Unlock your recruitment potential with creativity! By leveraging storytelling, crafting candidate-focused job descriptions, and attracting culture-enhancing individuals, you can transform your hiring process and build a dynamic team.

If your job postings are yielding fewer results, it’s time to rethink your strategy. Enhancing your recruitment efforts creatively and proactively can rejuvenate your approach, attract higher quality candidates, and fill positions more efficiently.

Learn how to attract diverse candidates, reduce bias, and improve retention by crafting genuinely welcoming postings that maximize ROI and reduce time-to-fill.

Unlock the secrets to crafting compelling job descriptions that attract top talent by putting yourself in the candidate’s shoes and crafting engaging narratives.

Discover how to transform your workplace into a beacon of positivity and loyalty, boosting employee advocacy and brand strength.

Create a candidate magnet and boost engagement with expert tips on job descriptions, hiring events, and other content that converts.

Harnessing genuine employee experiences can revolutionize your recruitment and out-preform traditional marketing strategies to attract top talent.

Is it time to revitalize your EVP by updating it based on current trends, backed by research, and aligned with authentic company purpose?

Discover how you can revolutionize your recruitment strategy and ensure top visibility for your job listings.

Healthcare’s success hinges on recruiting talent by aligning with Millennial and Gen Z trends and preferences.

What you do on your social media pages to support the buyer’s journey can have a significant impact on sales of products and/or services.

Physician vacancies cost healthcare millions in lost revenue and increased operational costs, jeopardizing sustainability.

Consider AI for drafting job descriptions but rely on human insight for quality and brand alignment.

Boost your hiring by enhancing the online candidate experience—our upcoming series will show you how.

Introducing a new measure of an employer’s brand strength that is more inclusive than Net Promoter Score.

On July 5, Meta launched its Twitter competitor: Threads, an Instagram App. Appearing in the App Store a day ahead of the announced launch date, Threads attracted at least 10 million signups—including celebrities, brands and political figures—within seven hours of launch, according to Meta. Billed as “a new app for sharing text updates and joining […]

As the world slowly but surely starts to open up again, travel enthusiasts everywhere are itching to get out and explore their own backyard. Whether it’s a day trip to a nearby county or a weekend getaway to a city, the concept of being a “local tourist” has never been more appealing. In fact, according […]

AB&C recently conducted a survey of consumers in the five-county Philadelphia region, Southern New Jersey and Northern Delaware. The survey covered topics including upcoming local travel plans and preferences, anticipated day and overnight trips, key catalysts for deciding to visit new places, as well as preferred media for learning about destinations and attractions. Below is […]

Research provides insights on attitudes and preferences for future travel. More than three-quarters (78%) of travelers from Greater Philadelphia are very or somewhat likely to travel in 2022, with 69% stating they are likely to visit a regional destination within 250 miles of their home. This data comes from a travel survey of 200 consumers […]

A couple months ago, I went to Phoenix on a business trip. While there, I went to several restaurants. At many of them, it seemed as if the pandemic didn’t exist. People were welcome without masks, often without the familiar request to wear a mask until you get to your table. Yet, in one restaurant […]

Maybe you’ve heard of Skin So Soft? Avon thought it was a skin moisturizer (and it is), but the public bought it for another reason. It turned out to be a bang-up insect repellant as well. So good, in fact, that today Avon makes a second product: Skin So Soft Bug Guard. Avon isn’t among […]

Think of a food court on the ground floor of a commercial building. At lunchtime, all the people who work in the offices upstairs are going to want to have lunch somewhere. And if you’re one of the businesses in the food court, you probably spend your nights dreaming of ways to outdo your neighbors […]

When you market attractions, it’s natural to want to show that attraction in advertising. The curator spent hours getting that exhibit together. Your boss spent millions on that new ride. Everyone loves that vista. It feels almost unfair not to show these things. But especially this year, relying on photography may be a challenge. Chances […]

Most of the marketing world is based on precedents. We base our metrics and budgets on prior years’ results. We schedule the same way — peak season and off-season, planning time, production time, media buying — it’s mostly based on what we did last year. Obviously, 2021 isn’t going to work that way. 2020 threw […]

In January 2016, I wrote a blog titled “Four Marketing Resolutions for 2016.” I cited research identifying that “people who write down their specific resolutions are 10 times more likely to attain their goals than people who don’t make specific resolutions.”[1] So I made my marketing resolutions public: Contribute to the growth and success of […]

By David Brond, Elizabeth Cohen and Linda McAleer Multiple articles have been written about the important role parents play in their child’s college decision. Most higher education marketers and enrollment professionals agree that a parent’s powerful influence in guiding high school students throughout the college application and admission process is often unmatched by any other […]

Current COVID-19 trends indicate that we are on the other side of the peak in most places in the U.S. States have lifted stay-at-home orders, and we’re all starting to experience what our new normal looks like. This means that while critical care units and emergency departments are still treating COVID-19 patients every day, the […]

Communicating that it is safe to get preventative care such as mammograms is essential to getting healthcare kick-started. With the advent of consumerism and the preponderance of healthcare information, we now have an “army” of informed healthcare consumers in our country. Where have they been during this pandemic? What happened to preventative medicine or annual […]

By David Brond and Kathleen Doyle The world as we knew it has changed. This is also true across the entire landscape of higher education. May 1 was National College Decision Day, the traditional deadline for high school seniors to pick their college or university. In 2020 unfortunately, thanks to the COVID-19 pandemic, this important […]

All the best brand managers revise their messaging platforms to reflect changes in the market. They do this to remain relevant to their consumers and their markets. Now is the time for healthcare marketers to look at their positioning and message platforms to determine if they need revisions. During this pandemic, two competing images of […]

Amid the current coronavirus situation, some organizations may be tempted to implement a “wait and see” approach to marcom. However, now is not the time to cut branding or market research efforts. For healthcare organizations there is an obvious need to focus short-term priorities on the Coronavirus pandemic and its day-to-day impact on human and […]

It’s in the news every day. This pandemic is crippling some hospitals’ resources, while others are ready and waiting. But all hospitals have stopped elective procedures and are experiencing that impact on their revenue. Some have even been forced to furlough employees and staff. But what can we as marketers do to help? Many of […]

We’ve heard a lot about the importance of thanking essential workers during this pandemic. At AB&C, we’d like to make this a little easier for you. We have designed a series of posters/ads that we will customize for you to use as a print ad or as a poster displayed in your hospitals. We will […]

Healthcare organizations have become pretty marketing savvy over the past several years. They tend to excel in having a strong brand promise, backed up by people-focused missions, visions and values. People entering the industry—especially those in direct clinical care roles—tend to be extremely mission-driven. They want to help and serve others. And that’s what they […]

Healthcare SEM in the midst of a pandemic. One thing that we can depend on is change. It’s a constant. But the massive change we’ve experienced over the past two weeks has been unsettling. Marketers are beginning to second-guess all their marketing strategies. Many are fielding nervous questions from executive teams and wondering if they […]