Creation and Implementation of a Recruitment Marketing Campaign A Baystate Health Case Study
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Creation and Implementation of a Recruitment Marketing
Campaign
A Baystate Health Case Study
A brief introduction…
– Emerson R. Moses, FASPR, CMSRProjects & Operations ManagerOffice of Physician & Advanced Practitioner RecruitmentBaystate HealthSpringfield, Massachusetts
– Shawn KesslerSenior StrategistAloysius Butler & ClarkWilmington, Delaware
Where we started… 2004
Where we started… 2007
What makes us different
– 40+ Years of experience
– 10+ Years focused on recruitment
– No set formula – we are problem solvers
– Dig deep to understand challenges
– We’re more than a resource, we’re a partner
– Full-service agency – PR through web & beyond
Healthcare experience
www.ChooseBaystateHealth.org
Today’s presentation
– Understand the value of a well communicated employment brand
– Begin to identify what is unique about your organization
– Learn how to extend branding through all recruitment tactics
What is branding?
– It’s more than a logo and tagline!
• An experience
• Unique blend of elements that express who you are visually and verbally
• Perception
An experience…
An experience…
An experience…
An Experience
Perception–Who’s got a headache?
Perception-the true value!
$2.69250 CT325MG
$11.79200 CT325MG
Perception-the true value!
WHAT IS THE PERCEPTION OF YOUR ORGANIZATION?
What makes an effective brand?
– To be effective your brand must
• Be validated by experience
• Meet a desire or need for your audience
• Be communicated and delivered consistently
Why is branding important?
– The benefits of a strong employment brand
• Creates efficiencies, making communication easier
• Drives strategies and tactics
• Higher-quality candidate pool
• More candidates that match organizational culture
• Increased attraction and closing of passive candidates
Why is branding important?
– The benefits of a strong employment brand
• Lower rate of rejection
• Lower turnover of “exceptional” employees
• Larger number of employee referrals
• Higher likelihood of employee brand ambassadors
• Higher levels of employee engagement
Real world examples?
Real world examples?
TEACHING!RURAL!RESEARCH
Effective brands meet a desire or need of the audience!
Most important factors when choosing a job*:
*Reported by Health Care Advisory Board – Attracting Talent in a Competitive Market (2008)
Age 35 & Younger:1. Geographic Location
2. Call Schedule
3. Practice Setting
4. Compensation
5. Professional Growth
Opportunity
Age 36-40:1. Geographic Location
2. Compensation
3. Practice Setting
4. Professional Growth
Opportunity
5. Spousal/Family
Considerations
Age 41 & Older:1. Compensation
2. Practice Setting
3. Geographic Location
4. Professional Growth
Opportunity
5. Spousal/Family
Considerations
What’s unique about your organization?
– Things to remember:
• Know who you are; organizationally & culturally- make sure it is validated by experience
• Make sure your differentiators matter- meet a desire or need for your audience
• Communicate consistently throughout all platforms – email, web postings, etc.
What’s unique to Baystate Health?
– Large multi-specialty practice
– Located in western Massachusetts
– Large variety of practice-types• Academic – non-academic• Inpatient – outpatient• Urban – rural• Community-based – hospital-based• Research-centered – patient-centered
– Nationally recognized for care and innovation
– Easy access to Boston, NYC, Skiing, The Cape
Baystate Health’s Brand Promise
Branding at the tactical level
Branding at the tactical level
Baystate Health’s Results
– Through the use of their recruitment portal, Baystate Health has been able to determine:
• Detailed results on direct marketing tactics
• Overall performance results on non-direct tactics
• What content physicians are seeking
• Potential causes for “lack of activity”
• A 201% increase in site traffic from 2010 to 2011
• An average of 65% of web traffic is new visitors
Baystate Health’s Results
– While the market is getting more challenging, Baystate Health has:
• Reduced the number of interviews from 222 in FY09 to 188 in FY10 – but has increased their number of hires by 17%
• Seen their offer acceptance rate rise from 73% in FY09 to 82% in FY10
• Proven their value to system administration – allowing for expanded staffing
• Experienced a 22% decrease in cost-per-hire
Thank you!
Questions?
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