Case Study: BlueCross BlueShield of North Carolina achieves 151% more early career applicants with Phenom

How are companies attracting emerging top talent from universities amidst a competitive candidate market and predominantly virtual environment

BlueCross BlueShield of North Carolina, a leading health insurer, faced significant challenges in its university recruiting efforts due to the shift to a virtual environment. To counter this, the company partnered with vendor Phenom and leveraged its Talent Experience Management (TXM) platform to attract emerging talent for its early career programs.

The solution involved a four-step strategy using Phenom's platform to host targeted virtual events and run hyper-personalized email campaigns. As a result, Phenom helped BlueCross BlueShield achieve a 151% increase in applications for its early career programs, with 49% of event registrants subsequently applying for a position.

BlueCross BlueShield of North Carolina

Nicole Cantley

Employment Brand Program Manager