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Optimizing VA Workforce Recruitment to Strengthen Mission Readiness

Posted on 03.31.25

Targeted strategies help fill mission-critical health care positions

The Veterans Health Administration (VHA) faces a persistent national shortage of health care professionals, with approximately 50,000 positions to fill each year. From rural medical centers to urban hospitals, VHA competes with private industry to hire skilled workers who can deliver high-quality care to the nation’s Veterans. Many current employees are nearing retirement, further intensifying the need for efficient, mission-driven recruitment. To address this, VHA partnered with Aptive to implement a data-informed, multi-channel hiring strategy.

The Aptive Advantage

Strategic planning and analysis
Multimedia content development
Expertise in workforce recruitment optimization

Results at a Glance

53,000 hires from more than 2.6 million applicants annually
Advertising cost per click below industry average
Nine national awards recognizing recruitment media and creative execution

Challenge

Urgent hiring needs across 1,300+ health care facilities

The U.S. health care sector faces a workforce gap that affects both private and public institutions. VHA’s challenge is twofold: recruiting for high-volume vacancies while also targeting critical shortages in specialties like nursing and psychiatry. At the same time, salaries may not always compete with those in the private sector, especially in major cities. However, VHA roles offer meaningful public service, comprehensive benefits and advancement opportunities.

To attract qualified applicants and meet aggressive hiring targets, VHA required a recruitment campaign with national reach, compelling messaging and measurable performance outcomes.

Solutions

Data-driven hiring campaigns designed to increase visibility and conversions

Aptive partners with VA to implement a targeted, performance-based recruitment campaign designed to increase hiring efficiency, drive applications for mission-critical roles and enhance digital engagement with qualified job seekers.

Key actions include:

Developing a workforce recruitment strategy tailored to VA’s most pressing hiring needs, ensuring a data-driven approach to vacancy reduction.
Executing a results-focused recruitment campaign across multiple digital platforms to increase engagement with high-value candidates in critical occupations.
Optimizing candidate outreach and application pathways, ensuring a more efficient hiring process that reduced barriers to entry.
Enhancing recruitment messaging to emphasize VA’s stability, career benefits and mission-driven employment opportunities, positioning the agency as an employer of choice.

By focusing recruitment efforts on positions essential to VA’s health care delivery, Aptive helps streamline hiring for high-demand roles, ensuring a strong pipeline of qualified professionals ready to serve Veterans.

RESULTS

Meeting VHA hiring goals while improving recruitment efficiency

Aptive’s work directly supported VA’s ability to fill priority positions efficiently, ensuring continued access to quality care for Veterans. The initiative resulted in:

More than 2.6 million applicants in Fiscal Year 2022, leading to approximately 53,200 new hires.
A highly cost-effective digital engagement strategy, with search engine marketing efforts generating nearly 1.5 million clicks to the VA Careers website at a cost per click 85% lower than industry averages.
Enhanced VA employer visibility in a competitive job market, helping the agency attract and hire top talent despite industry-wide shortages.
Recognition for excellence, earning nine industry awards for effective, results-oriented recruitment strategies.

Recognition for excellence

VA Careers earned nine national awards for recruitment materials, including awards from Hermes Creative and MarCom, a PRSA Bronze Anvil, PR Daily Award and a Silver Telly.

Why this matters

By implementing a strategic, results-driven recruitment approach, Aptive directly contributes to VA’s ability to fill critical health care and support roles, ensuring staffing stability and mission readiness. This initiative aligns with VA’s priorities of efficiency, cost-effectiveness and performance-driven hiring by reducing recruitment inefficiencies and ensuring taxpayer dollars were used for mission-critical workforce needs.

By focusing on measurable hiring outcomes and targeted recruitment for high-need occupations, Aptive helps VA streamline its hiring process without unnecessary program expansions. This approach strengthens VA’s workforce pipeline, reduces hiring gaps and ensures that qualified professionals are placed where they are needed most — supporting high-quality care for Veterans while maintaining fiscal responsibility.