Suburban 2 18 10


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a review of Johns Hopkins Medicine's recruitment advertising efforts, as presented to Employee Recruitment representative from Suburban Hospital

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Suburban 2 18 10

  1. 1. Recruitment Advertising Presentation to Suburban Hospital February 18, 2010 Johns Hopkins Medicine Department of Marketing & Communications
  2. 2. Our Clients <ul><li>The Johns Hopkins Hospital </li></ul><ul><ul><li>Nurse Recruitment </li></ul></ul><ul><ul><li>Career Services </li></ul></ul><ul><li>Johns Hopkins Bayview Medical Center </li></ul><ul><ul><li>Nurse Recruitment </li></ul></ul><ul><ul><li>Career Services </li></ul></ul><ul><li>Howard County General Hospital – Nurse Recruitment </li></ul><ul><li>Johns Hopkins Home Care Group </li></ul><ul><li>Johns Hopkins Health Care </li></ul><ul><li>Johns Hopkins Community Physicians </li></ul><ul><ul><li>Nurse Recruitment, Medical Office Assistants, Physicians </li></ul></ul><ul><li>The Johns Hopkins School of Medicine </li></ul><ul><li>Intrastaff </li></ul><ul><ul><li>Nurse Recruitment, Clinical Technicians, Allied Health </li></ul></ul><ul><li>Clinical Trials </li></ul><ul><ul><li>Psychiatry , Neuroscience, Asthma & Allergy Center, OBGYN, Center for Viral Hepatitis </li></ul></ul>
  3. 3. Services Provided <ul><li>Strategic Marketing Plans </li></ul><ul><li>Advertising </li></ul><ul><ul><li>Classified and display </li></ul></ul><ul><ul><li>Handle approx. 100 ad requests/month </li></ul></ul><ul><li>Media Research, Recommendations, Buying </li></ul><ul><li>Collateral Development </li></ul><ul><li>Online Media </li></ul><ul><li>Events </li></ul>
  4. 4. Strategic Focus <ul><li>Recruitment/Retention </li></ul><ul><ul><li>Both drastically affect our bottom line </li></ul></ul><ul><ul><li>Provide quality applicants, not quantity </li></ul></ul><ul><li>Cost Savings </li></ul><ul><ul><li>Consolidate costs and efforts of the individual Johns Hopkins Medicine entities/contract negotiations; core funding </li></ul></ul><ul><ul><li>Continually streamline processes – online request/billing </li></ul></ul><ul><ul><li>Reduce cost-per-hire ratio for each entity </li></ul></ul><ul><li>Protecting Brand </li></ul><ul><ul><li>Sustain a branded look, feel and message to individual and group JHM recruitment initiatives </li></ul></ul><ul><li>Diversity </li></ul><ul><ul><li>Support Diversity & Inclusion in all that we do (use our employees and represent diversity in our ads/collateral) </li></ul></ul><ul><ul><li>Develop comprehensive plan for JHBMC to meet DoL contract requirements </li></ul></ul><ul><li>Innovation </li></ul><ul><ul><li>Shift from Print to Online; Unique tactics such as SEM, Email Marketing, Web Banners, online job postings, virtual open houses </li></ul></ul><ul><ul><li>Monitor and update our job web sites </li></ul></ul>
  5. 5. Day-to-Day Recruitment Advertisement <ul><li>Our services : </li></ul><ul><ul><li>Media recommendations </li></ul></ul><ul><ul><li>Research </li></ul></ul><ul><ul><li>Design </li></ul></ul><ul><li>Online request form </li></ul>
  6. 6. Volume of Requests <ul><li>Daily </li></ul><ul><ul><li>up to10 (multiple requests on one form) </li></ul></ul><ul><li>Monthly </li></ul><ul><ul><li>July: 75 requests - Aug: 83 requests </li></ul></ul><ul><ul><li>Sept: 94 requests - Oct: 90 request (as of today) </li></ul></ul>
  7. 7. Sample Ads
  8. 9. Johns Hopkins Bayview Medical Center
  9. 10. Johns Hopkins Bayview Medical Center
  10. 11. <ul><li>Spring Open House: April 30, 2008 </li></ul><ul><li>1,633 Visits </li></ul><ul><li>1,298 Unique Visitors </li></ul><ul><ul><li>323 visits from Online Tactics </li></ul></ul><ul><ul><li>58 visits from Print Tactics </li></ul></ul><ul><ul><li>5 visits from Personal Tactics </li></ul></ul><ul><li>Open House Success </li></ul><ul><li>245 RSVP’s </li></ul><ul><li>114 Attendees </li></ul><ul><li>14 direct hires </li></ul>Johns Hopkins Bayview Medical Center
  11. 13. Consolidating Efforts and Costs of JHM Entities
  12. 17. Group Johns Hopkins Medicine Initiatives
  13. 19. Clinical Trial Ads <ul><li>Our Services </li></ul><ul><li>Departments that use our services: </li></ul><ul><ul><ul><li>- Dept of Psychiatry </li></ul></ul></ul><ul><ul><ul><li>- JHBMC Shape II Study </li></ul></ul></ul><ul><ul><ul><li>- Dept of Neuroscience </li></ul></ul></ul><ul><ul><ul><li>- Dept of Asthma & Allergy Center </li></ul></ul></ul><ul><ul><ul><li>- Dept of OBGYN </li></ul></ul></ul><ul><ul><ul><li>JHU Center for Viral Hepatitis </li></ul></ul></ul>
  14. 20. What We Do Best <ul><li>Innovation to old approaches – applying strategies from other service lines and industries </li></ul><ul><li>Bring all of the entities together in joint initiatives for brand effectiveness and cost savings </li></ul><ul><li>Drive creativity into a business line that can easily become stagnant, in partnership with web team, design team, and outside vendors </li></ul>
  15. 21. Challenges/Barriers <ul><li>Limited Budgets – rely on clients for expenses – no budget for joint JHM employee recruitment initiatives </li></ul><ul><ul><li>Developed comprehensive diversity employee recruitment marketing plan and no action was taken due to lack of funds </li></ul></ul><ul><li>Difficulty with entities in making group decisions – they still “look out for #1” </li></ul><ul><li>Decentralized HR function/multiple entry points for applicants – process outdated and cumbersome </li></ul><ul><li>Benefits and salaries vary from entity to entity </li></ul><ul><li>Tracking/Feedback </li></ul>
  16. 22. Looking Ahead to FY11 <ul><li>Continued Brand Integration – with online focus ( </li></ul><ul><li>Social networking/Facebook /Twitter </li></ul><ul><li>Innovative, targeted online employee recruitment solutions </li></ul><ul><li>Tracking solutions </li></ul>