CASE STUDY
MSKcc
From everyday recruitment activity to first-of-their-kind apprenticeship programs, we’re proud to partner with MSK on their mission that impacts us all.
The Challenge
MSK operate in a highly competitive healthcare talent market. They face industry-wide pressures like staffing shortages, employee burnout, and budget constraints. While we’ve helped them on many projects over our seven-year relationship, their current focus is on developing their internal mobility offering and on recruiting for early talent, which requires precision targeting and a strong employer brand. And we’re always happy to help!
The Solution
We take a four-pronged approach to our work with MSK. First, media and strategy management. This involves leading targeted campaigns for critical talent segments when needs arise, managing media packages, and monitoring performance so MSKs content is always in the right place at the right time. Next up is strategic and creative marketing support, which includes producing the day-to-day marketing recruitment assets and ongoing strategic consultancy – but in 2025 it also meant developing their first ever EVP
Third is our support in launching NY State’s first nursing apprenticeship program, where we leveraged audience insights, developed a tailored content strategy, and created a centralized digital hub to drive awareness and help prospective candidates learn more about the opportunity.
Last but absolutely not least is MSK’s careers site. We redesigned the site in 2020, and continue to evolve it – most recently through a comprehensive refresh that introduces new modules and enhances the overall UX by rethinking the site’s IA to better align with the latest search and browsing behaviors. We also supported their ATS transition from iCIMS to Workday, which kept us very busy in the summer of 2025.
The Results
MSK have an extraordinary mission that we’re privileged to be a part of. So we’re dedicated to getting them great results. In 2025, we delivered a 6.6% increase in engagement across all media platforms compared to 2024, despite a 17% reduction in media budget.
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