CRA Therapy — sample audit summary
What the audit examined
CRA as a growth system with two connected customer journeys: school partners looking for staffing, and qualified therapists discovering and applying for roles. It reviewed the public website paths, Indeed visibility, applicant qualification, and how recruiting results get measured.
Key findings
- Indeed visibility was inconsistent. Some Indeed searches — and CRA's own employer Jobs tab — showed no open jobs, while recruiting staff reported active openings and recent applicants. That discrepancy is worth validating before any new spend: the problem may be discoverability, not demand.
- Applicant qualification looked like the real leak. A recruiter estimated roughly half of Indeed applicants do not meet basic qualifications — while more than 95% of those who do qualify are worth pursuing. The loss is at the top of the funnel, in screening and expectation-setting, not in recruiter effort.
- Goals and candidate supply may be misaligned. Quarterly targets required substantial cold outreach and re-engagement campaigns on top of inbound applicants — a signal to compare targets against qualified supply by role before adding headcount or budget.
- Two audiences were sharing one journey. School partners and therapist candidates ask different questions and need different next steps; the public site routes both through largely the same paths.
- Source-to-hire measurement was inconsistent. Without a consistent source field carried from application to placement, CRA cannot reliably tell which channels produce hires versus which only produce volume.
Recommended first move
A short validation sprint — verify listing status and promotion pacing for a sample of openings, screen a representative set of applications against the stated qualifications, and stand up a simple monthly scorecard (qualified applicants → interviews → offers → placements, by source). Fix and measure the existing funnel before increasing channel spend.
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