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Learn more about how one health system enhanced its employer brand and expanded its relationship with candidates to stand out as an employer of choice.
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Delivering a Strong Employer Brand in a Decentralized Organization
Presented by
Susan L. Brevoort
Human Resource Recruiting Professional
www.linkedin.com/in/susanbrevoort
The Opportunity for St. Joseph Health System
Organizational Overview
• St. Joseph Health System (SJHS) is a non profit and faith based organization comprised of l0 hospitals located in California and Texas with a decentralized organizational structure
The Challenge
• Within Orange County, CA three of the larger SJHS hospitals with (3000+ employees each) compete for healthcare professionals in the same marketplace and face similar challenges in reaching candidates for hard to fill positions
Regional Response
• Recognizing the opportunity to leverage these needs more consistently, the OC Region responded by developing new recruiting tools to establish a strong employer brand while continuing to recognize the uniqueness of each hospital
Delivering an Integrated MessageThe Southern California Recruiting Brochure
Development of the Southern California Recruiting Brochure
• Utilized artwork created by Sister M. Madeleva, from the Sisters of St. Joseph of Orange establishing a clear visual image and recognizable employer brand
• Content featured the organization’s unique values driven culture and employee oriented workplace
• Retained individual hospital brands by provided hospital specific information such as specialties and industry designations
• Provided valuable candidate information by including hospital and recruiter contact information
• Included system-wide information on other locations within the Health System
Launch of New Websitewww.hospitaljobsinoc.com
• Delivered an on-line interactive campaign and new website targeting passive candidates for hard to fill healthcare positions
• Utilized Google Ad Words, Yahoo Search, e-mail blasts and banner ads providing candidates with direct links to the OC website www.hospitaljobsinoc.com
• Enhanced search engine optimization (SEO) with updated content, hospital specific pages and use of meta tags for tracking
Employer Branding Incorporated at Recruiting Events
• Utilized Sister Madeleva’s artwork to identify Orange County facilities while also creating an exhibit design unique to each Hospital
• Exhibit displays were designed to be multi-functional and used as stand alone displays or placed collectively at recruiting events
• Regional Employer Brand was incorporated into other recruiting resources ( brochures, ads, direct mail)
Employer Branding Incorporated at Recruiting Events
• Utilized Polaroid photos of attendees to create a ‘buzz” and to increase booth traffic
• Recruiters explored individual career interests with attendees while photos developed,
• Created a ‘take-away’ that would be kept and shared
Employer Branding Incorporated at Recruiting Events
• Promoted a $100 gift card drawing at the booth to gather individual contact information; Increased attendee booth traffic by 30% with the Interest Card drawing
• Identified levels of candidate interest and created a pipeline of future candidates for hard to fill positions
Some Thoughts on Delivering an Integrated Message
• Find a common employment brand message that is authentic and exists throughout the organization
• Get feedback and buy-in from all involved (such as HR leadership, recruitment teams, employee focus groups, new employee surveys and Marketing)
• Further define and develop your employment brand with support from Employment Marketing Specialists (internal or external advertising experts)
• Make sure that your employer brand has a common look, a clear message and truly reflects your value proposition
• While a website may look different from a print ad or brochure, they all should carry the same employer brand message
Delivering Savings and Results for St. Joseph Health System
Internet Initiatives:
• Created an Interactive Media strategy that optimized a $17,000 monthly budget. Secured financial support with joint participation by the hospitals and the OC Region. Reduced advertisements, direct mail and participation in career events to fund this initiative.
• Developed a regional webpage specifically featuring high demand positions. Delivered over 1,800+ interested candidates monthly to each hospital’s career site
• Adjusted Interactive Media purchases monthly based upon key performance measurements including click-through rates, candidate views and site visits. In 2009, delivered an average cost per applicant of $43.25 from the Interactive Media campaign.
Delivering Savings and Resultsfor St. Joseph Health System
Promotional Initiatives:
• Reduced event recruiting costs through regional registration, saving up to $1,500+ per event. Continued to provide visibility to individual hospitals while representing SJHS.
• Successfully qualified candidate interests at recruiting events and generated an average of 26 referrals per event to recruiters
• Designed a regional recruiting brochure that consolidated information and reduced production costs with a savings of over $78,000 in three years
Are you interested in exploring additional creative sourcing ideas?
Susan L. Brevoort Human Resource Professional
• Recruitment Expertise• Internet & Web 2.0 Strategy
• Program Design & Implementation
To contact: [email protected]/in/susanbrevoort