Reaching 388,000+ Professionals to Strengthen a Mental Health Organization’s Workforce

The Problem

The initiative supported hiring across all departments by highlighting purpose-driven roles and benefits. It reinforced NRBH’s promise as a place “Where Hope Begins and Change is Possible.”

As one of the largest employers in Weld County, Colorado, NRBH faced a growing workforce shortage and increasing competition for talent across the behavioral health field. They needed a campaign that would:

• Broaden awareness of NRBH as a top local employer
• Highlight the organization’s compassionate culture and professional growth opportunities
• Appeal to candidates seeking meaningful, purpose-driven careers
• Attract professionals across multiple departments, not just specific roles

To be successful, the outreach initiative had to reposition NRBH as both an employer of choice and a leader in the mental health community.

Competing for Purpose-Driven Talent

A-Train created a digital recruitment campaign that showcased NRBH’s employee value proposition: a unique blend of flexibility, professional growth, and the chance to “be part of something bigger.”

Key creative and strategic elements included:

• Compelling ad creative featuring NRBH’s authentic brand voice
• Messaging centered on empathy, teamwork, and community impact
• Deployment across LinkedIn and display advertising to reach professionals seeking meaningful work
• Ongoing testing and optimization to improve engagement and increase conversion rates