Archive for February, 2015

  • February 17th, 2015 Posted by N. Robert Johnson APR, Practice Leader, Workforce Communications

    Assistant Nurse Manager Hiring Blitz

    CHALLENGE

    Due to sudden growth and restructuring, a large healthcare system needed to hire 50 assistant nurse managers for numerous units.

    SOLUTION

    To generate a high volume of candidates in a short period of time, we created and executed a hiring blitz. We used the theme of “getting in on the ground floor” to spark candidate interest and excitement in the system’s expansion.

    Tactics included:

    • Digital recruitment advertising programs including social recruiting, pay-per-click advertising, SEO promotions and a landing page
    • Traditional print recruitment advertising
    • Personalized direct mail

    IMPACT

    • 3,747 hits on the landing page
    • 434 candidates registered in talent network and became available for
      recruiter follow-up
    • 45 prescreened candidates presented to recruiters
    • 17 hires made within four weeks of blitz launch

    About the Author

    N. Robert Johnson APR, Practice Leader, Workforce Communications

    Bob Johnson has more than 20 years of corporate, agency and internal communications experience. He is currently leading The David Group's Workforce Communications Practice focused on strengthening employer brands, engaging people and cutting the cost of talent.

    Email N. Robert
  • February 17th, 2015 Posted by N. Robert Johnson APR, Practice Leader, Workforce Communications

    Employer-of-Choice Employer Branding

    CHALLENGE

    A nationally recognized healthcare system needed to differentiate itself from other major healthcare organizations by positioning the system as an employer-of-choice focused on employees who are driven to achieve excellence.

    SOLUTION

    We created and executed a comprehensive employer brand campaign that centered on performance at the highest levels. The campaign broke from traditional healthcare imagery and writing by incorporating a vibrant and compelling sports-themed approach to communicating the system’s proven leadership in patient quality and safety.

    Tactics included:

    • Use of vibrant images along with compelling writing to express the employer brand strategy of the metaphor of excellence
    • Reworking job descriptions to fit the new branding strategy
    • Campaign included recruitment ads, banner ads, microsites and landing pages

    IMPACT

    Positioned client as one of the top healthcare systems in the country.

    About the Author

    N. Robert Johnson APR, Practice Leader, Workforce Communications

    Bob Johnson has more than 20 years of corporate, agency and internal communications experience. He is currently leading The David Group's Workforce Communications Practice focused on strengthening employer brands, engaging people and cutting the cost of talent.

    Email N. Robert
  • February 17th, 2015 Posted by N. Robert Johnson APR, Practice Leader, Workforce Communications

    Out-of-market Recruitment Event

    CHALLENGE

    A major healthcare system was facing a shrinking pool of qualified nurses and decided to recruit out-of-market talent. In this case, out-of-market also meant out of the country.

    SOLUTION

    We organized and managed its participation in an established job fair and a corresponding private hiring event including the targeting of nursing talent, recruitment advertising and direct marketing.

    Tactics included:

    • Geo-targeting of talent in the out-of-market region
    • A combination of personalized ecards, RSVP microsite and supporting recruitment advertising
    • A screening process to accommodate foreign nationals’ relocation
    • Creating messaging and collateral materials used in job fair

    IMPACT

    • Experienced a high volume of candidate traffic at the job fair
    • Private hiring event generated 55 attendees resulting in 37 job offers
    • Microsite continued as a source for candidates in that market

    About the Author

    N. Robert Johnson APR, Practice Leader, Workforce Communications

    Bob Johnson has more than 20 years of corporate, agency and internal communications experience. He is currently leading The David Group's Workforce Communications Practice focused on strengthening employer brands, engaging people and cutting the cost of talent.

    Email N. Robert
  • February 17th, 2015 Posted by N. Robert Johnson APR, Practice Leader, Workforce Communications

    Recruitment Advertising Analytics

    CHALLENGE

    A large healthcare system wanted to improve its return on investment related to its recruitment advertising spend.

    SOLUTION

    Using our proprietary analytics tool ROI Sleuth™, we implemented a three-month study to evaluate the cost-per-application from postings on two competing job boards. The first job board was the one used by the health system and the second was a competing job board. By linking ROI Sleuth to the system’s ATS, we were able to track candidates from first exposure on the job board to completed applications.

    Tactics included:

    • The David Group’s ROI Sleuth solution
    • Comparable ad spending, ads and messaging

    IMPACT

    • Determined that the competing job board generated higher response
      rates at a lower cost
    • Negotiated a better job board contract based on data gathered in the study

    About the Author

    N. Robert Johnson APR, Practice Leader, Workforce Communications

    Bob Johnson has more than 20 years of corporate, agency and internal communications experience. He is currently leading The David Group's Workforce Communications Practice focused on strengthening employer brands, engaging people and cutting the cost of talent.

    Email N. Robert
  • February 17th, 2015 Posted by N. Robert Johnson APR, Practice Leader, Workforce Communications

    Seasonal Hiring

    CHALLENGE

    A large healthcare system needed to implement a seasonal nurse hiring program to address the impact of flu season through the system’s 11 hospitals.

    SOLUTION

    We created a strategic, multiyear recruitment communications plan to ensure that this talent gap was addressed year-in and year-out.

    Tactics included:

    • Geo-targeting in and out-of-market talent in specific regions of the country
    • Social recruiting program
    • Recruitment print advertising in newspapers and trade journals
    • Digital marketing program including animated banner advertising, landing page and ROI tracking
    • Personalized direct mail and ecard campaign

    IMPACT

    • 699 hits on the landing page
    • 164 RNs and Respiratory Therapists registered on landing page
    • Increased number of hires and effective ROI on the program

    About the Author

    N. Robert Johnson APR, Practice Leader, Workforce Communications

    Bob Johnson has more than 20 years of corporate, agency and internal communications experience. He is currently leading The David Group's Workforce Communications Practice focused on strengthening employer brands, engaging people and cutting the cost of talent.

    Email N. Robert
  • February 17th, 2015 Posted by N. Robert Johnson APR, Practice Leader, Workforce Communications

    Short-Notice Job Fair and Recruitment Campaign

    CHALLENGE

    A major healthcare system needed to quickly organize a nursing, allied health and non-clinical job fair.

    SOLUTION

    We created a multimedia campaign to appeal to a broad audience of both clinical and non-clinical candidates. The campaign was highly personalized to each prospective candidate, increasing engagement. The campaign focused on the hiring event and incorporated a supporting recruitment advertising campaign.

    Tactics included:

    • Candidate flow strategy to drive candidates to a branded RSVP landing page
    • Personalized direct mail postcards
    • Supporting radio, newspaper and trade journal advertising
    • Online marketing, including niche web postings and banner advertising

    IMPACT

    • 2,966 hits on branded landing page
    • 635 RSVPs on the landing page
    • 523 attendees at the job fair
    • 51 hires made within six weeks of event

    About the Author

    N. Robert Johnson APR, Practice Leader, Workforce Communications

    Bob Johnson has more than 20 years of corporate, agency and internal communications experience. He is currently leading The David Group's Workforce Communications Practice focused on strengthening employer brands, engaging people and cutting the cost of talent.

    Email N. Robert
  • February 17th, 2015 Posted by N. Robert Johnson APR, Practice Leader, Workforce Communications

    Archetype Employer Branding

    CHALLENGE

    A large healthcare system wanted to strengthen their employer brand by bringing together the cultural needs of more than a dozen facilities within their system under one unifying employer brand theme.

    SOLUTION

    We created an archetype employer branding campaign focusing on the dominant personalities of top performers within the system. The archetype personality profile that emerged centered on high achievers, a high value of the system’s mission of service and strong sense of teamwork.

    Tactics included:

    • Conducted stakeholder interviews, including recruiters, hiring managers
      and executives
    • Used actual experiences and input from employees
    • Created full employer brand campaign including recruitment ads, journal ads, interactive banners ads, ecards, direct mail and collateral materials

    IMPACT

    • Identified archetype models including a focus on achieving, teamwork and connections to the system’s mission and a multicultural environment
    • 250% increase in applications
    • 50% decrease in the cost of recruitment advertising per applicant

    About the Author

    N. Robert Johnson APR, Practice Leader, Workforce Communications

    Bob Johnson has more than 20 years of corporate, agency and internal communications experience. He is currently leading The David Group's Workforce Communications Practice focused on strengthening employer brands, engaging people and cutting the cost of talent.

    Email N. Robert
  • February 17th, 2015 Posted by N. Robert Johnson APR, Practice Leader, Workforce Communications

    Surge Hiring: Call Center

    CHALLENGE

    A national retail, repair and services company in the recreation industry needed to quickly open a full service, 24/7 call center but their reputation as an employer was damaged due to layoffs. In addition, there were two well-established call centers in the area competing for talent.

    SOLUTION

    Recognizing that the talent competitors used traditional recruitment approaches focused on salary and hours, we devised an approach to go to market with an employer branding campaign focusing on culture, mission and “why it’s better” messaging.

    Tactics included:

    • Employer brand PR campaign including media placement of executive interviews, connecting with local schools and working with local employment agencies
    • Internal training and an employee referral program
    • Integrated recruitment advertising and marketing campaign including print and radio advertising, collateral materials and application kiosks

    IMPACT

    • Filled every position within two weeks of opening
    • Created a talent pool that was used when the call center expanded, reducing talent acquisition costs

    About the Author

    N. Robert Johnson APR, Practice Leader, Workforce Communications

    Bob Johnson has more than 20 years of corporate, agency and internal communications experience. He is currently leading The David Group's Workforce Communications Practice focused on strengthening employer brands, engaging people and cutting the cost of talent.

    Email N. Robert
  • February 16th, 2015 Posted by Admin User

    Employer Brand

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  • February 16th, 2015 Posted by Admin User

    Employer Brand Projects

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