Social Media Optimization to Improve Rural Health Workers Recruitment Process in Indonesia

Abstraksi

Background With current geographical disparities, Indonesia's ratio of physician to population is still lower than the WHO-recommended figure. Pencerah Nusantara program introduced in 2012 partially aimed to facilitate deployment of team-based young health workers including general practitioners (GPs), nurses, midwives, public health specialists and health advocates to marginalised areas. Method Entering its sixth year, Pencerah Nusantara learned that attracting young health workers, especially general physicians, has always been a challenge. In 2017, CISDI as Pencerah Nusantara program owner intensifies the utilisation of search engine optimisation (SEO) techniques and social media campaign to improve Pencerah Nusantara recruitment process particularly on its promotion. CISDI began with conducting a longitudinal Google Trend analysis to understand online information seeking behavior including tonality, issue and topic upon Pencerah Nusantara keywords and to discover the most relevant keywords to our targeted audience. Afterwards, CISDI address the keywords in articles and social media contents responding to the analytical finding which then distributed on websites and further amplified on the social media accounts taking the benefit of a customizable setting for target audience. Following the intervention, “Pencerah Nusantara” keyword performance doubled as monitored at Google Trend and the program received 10,300 registrations with 5,150 completed applications which 32 of the coming from GPs while last year’s registration only booked 6000 applications which 3100 were completed and 9 coming from GPs. SEO techniques and social media campaign has resulted in significant awareness and health workers behaviour change toward Pencerah Nusantara’s applicatio