IRT Group

CASE STUDY: Social recruitment, employer branding, design and web.

Ellis Jones  •  Tuesday December 4, 2012
Design  •  Health & Ageing


IRT Group is one of Australia’s largest community based seniors lifestyle and care providers. Managing communities in more than 30 locations across the Illawarra, NSW South Coast, Sydney and Canberra, IRT provides lifestyle and care solutions to almost 6000 customers.

The attraction of staff to IRT is a matter of priority. The retention of staff is also of key operational importance as the industry experiences skills shortages.


IRT is currently using social media as a whole-of-company communication channel and is now exploring this channel’s potential for engagement. Engagement activity will see stronger connections made between the organisation, nurses and volunteers to solve business problems.

IRT are using social media to increase volunteer numbers and help them communicate with a network of like-minded people.

Studies have shown that social interaction and connectedness are key motivational factors for volunteerism and supporting a volunteer network with the ability to self organise, generate content and share ideas will be of value to the organisation’s current and future volunteers.


We’ve developed two pilots to tackle the recruitment and retention challenges IRT are facing.

IRT are using social media to recruit and retain staff with an emphasis on registered nurses and aged care employees; reducing fill time and associated recruitment costs, and building IRT’s reputation as not only a great place to work, but also as a resource and online community for nurses to share their stories in the Illawarra region.

The development and implementation of this social media strategy helps IRT:

  • build their employer brand online
  • reduce the cost of recruitment
  • access valuable real-time analytics for use in future decision making

Ellis Jones has designed and developed a microsite to act as a social recruitment portal which also features a Facebook Quiz.

Social media engagement strategies will ensure and support:

  • the attraction of volunteers
  • self-organisation of volunteer activities
  • the development of user generated content

In addition to these two pilots, IRT are also using already established social platforms (like Facebook) to engage residential communities and provide social media training.

The training content is positioned to be as much about helping the individual protect their personal online reputation and stay out of trouble; as it is managing IRT’s reputation ensuring employees:

  • understand the reach and impact of their online behaviour
  • are aware of IRT’s expectations on social media use
  • are confident in managing their personal social media use in accordance with these expectations.


IRT Worklife Traffic – increased 1,230% between Feb 13 (4,044 visitors) and Jan 13 (304 visitors). 85.63% of these February visits have been new.

Position Applications – received 57.14% increase in position applications.

Subscribers – Subscriptions have increased 82.86%.

Talk to us about social recruitment strategy.