Today’s Elusive RN

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Using Research to Identify Effective Recruitment …

Using Research to Identify Effective Recruitment
Marketing Strategies

(CKR Interactive presentation for the South Florida Association of Healthcare Recruiters)

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  • 1. Today’s Elusive RN Using Research to Identify Effective Recruitment  Ui R h t Id tif Eff ti R it t Marketing Strategies South Florida Association of Healthcare Recruiters August 12, 2009 A t 12 2009
  • 2. Introduction • CKR Interactive – a recruitment marketing CKR Interactive  a recruitment marketing  agency with healthcare expertise  – Clients include UHealth Moffitt Cancer Center Clients include UHealth, Moffitt Cancer Center,  Lakeland Regional, HCA and Banner Health. • Your presenters Your presenters – Georgia Dardick, Managing Director –M l Melyssa Bernstein, AE/Emerging Media Specialist B t i AE/E i M di S i li t – Kendra Van Nostran, Account Planner
  • 3. The CKR Interactive Healthcare  Research Initiative RN  Surveys Diaries &  (7 Markets) Focus  Groups Media  Studies &  Secondary  Research Comprehensive Body of Knowledge
  • 4. What We ve Learned What We’ve Learned • Demographics and migration g p g • Job change • Commuting preferences • Sign‐on bonuses • Open houses • What’s important • Media use • Hopes and dreams H dd • Employer perceptions I felt that this was the place always on the cutting place…always edge. The building is old, but the learning that goes on…I couldn’t wait to work there.
  • 5. Three key influencers… y 1. The passive audience 2. The demographic cohorts 3. Awareness of employer options
  • 6. Finding #1 THE PASSIVE AUDIENCE THE PASSIVE AUDIENCE
  • 7. Open to Change, But Not Looking Open to Change, But Not Looking Actively seeking a  Not presently  new job new job employed 10% 6% Cannot imagine  changing jobs in  Not Actively  near future seeking, but  34% would consider would consider 50% The passive audience is our primary target. Source: CKR Interactive Nursing Survey, 2008‐2009
  • 8. What s important? What’s important? • Attributes most valued by the passive audience Attributes most valued by the passive audience – Competitive salary & increases (91.9%) – Choice of shift (85 9%) Choice of shift (85.9%) – Good relationships with co‐workers (83.8%) – G d l ti hi ith Good relationship with manager (81.8%) (81 8%) – Flexible scheduling (78.8%) Source: CKR Interactive Nursing Survey, 2008‐2009
  • 9. How Passives Find Jobs How Passives Find Jobs • “Friends” most common among both passives  Friends most common among both passives and actives – Passives more likely to identify newspaper ads Passives more likely to identify newspaper ads – Actives more likely to identify recruiter, job fairs  and online job sites and online job sites However… Source: CKR Interactive Nursing Survey, 2008‐2009
  • 10. How Passives Find Jobs How Passives Find Jobs • When asked where they would go if they were When asked where they would go if they were job hunting: – Passives selected “hospital website” most often Passives selected  hospital website most often – Actives selected “Nursing Spectrum” and “local  newspaper” most often newspaper most often In reviewing responses by age, younger respondents (< 15 years experience) were  In reviewing responses by age younger respondents (< 15 years experience) were most likely to select “hospital website” while older respondents (>15 years of  experience) were most likely to select “Nursing Spectrum.” Source: CKR Interactive Nursing Survey, 2008‐2009
  • 11. Sources Used by All RNs Sources Used by All RNs Nursing Spectrum Newspaper Advance Hospital Web Site Monster.com Importance of hospital website  continues to grow among all RNs. HotJobs.com HotJobs com CareerBuilder.com % 0 10 20 30 40 50 60 70 2009 2005 2003 Source: CKR Interactive Nursing Survey, 2003‐2009
  • 12. • Qualitative annual survey • Can segment audience by gender, HH income,  g yg , , age and occupation/industry – RN Profile: working women 18+, health/medical RN Profile: working women 18 , health/medical  services industry, HH income $50K+ • Provides snapshot of media exposure Provides snapshot of media exposure – Glimpse of how media fits into the daily lives of  our audience members our audience members
  • 13. Media Exposure: RN Profile Media Exposure: RN Profile Internet Outdoor Radio Direct Mail High Mileage Television Newspaper % 0 10 20 30 40 50 60 Source: The Media Audit, 2006‐2007
  • 14. Online Exposure: RN Profile Online Exposure: RN Profile The RN Audience, primarily the younger segment, uses the Internet  extensively, with search engine sites used most often, followed by general  extensively, with search engine sites used most often, followed by general information sites like Weather.com, AOL and local media. Google.com G l Yahoo.com MSN.com Weather.com AOL.com Herald.com NBC6.net Sun‐Sentine.com. % 0 10 20 30 40 50 60 70 80 Source: The Media Audit, 2006‐2007
  • 15. How can you connect with them? How can you connect with them? Reach them as they live their lives…
  • 16. Commuting
  • 17. Online
  • 18. At Home At Home Print is still relevant to this audience. Print is still relevant to this audience
  • 19. Finding #2 THE DEMOGRAPHIC COHORTS THE DEMOGRAPHIC COHORTS
  • 20. The Aging RN The Aging RN Average age of Florida RNs is 47.7. 20 to 30 31 to 40 41 to 50 51 to 60 61 and Older % 0 5 10 15 20 25 30 35 Source: Florida Center for Nursing
  • 21. The Aging RN The Aging RN A Regional Perspective g p Region Average Age – RN South Florida 45.4 North Florida 46 Northwest Florida 46.6 Central Florida 48 Southeast Florida 48.2 Southwest Florida 49 Source: Florida Center for Nursing
  • 22. RN Preferences by Years of Experience RN Preferences by Years of Experience Cannot Imagine Changing Would Consider a Good Opportunity Actively Seeking a New Job % 0 10 20 30 40 50 60 70 80 > 20 > 15 ‐ < 20 >10 ‐ < 15 >5 ‐ < 10 >1 ‐ < 5 The younger segment is more open to job change. Source: CKR Interactive Nursing Survey, 2008‐2009
  • 23. RN Preferences by Years of Experience RN Preferences by Years of Experience Willingness to relocate, also influenced by age. No Yes % 0 10 20 30 40 50 60 70 80 > 20 > 15 ‐ < 20 >10 ‐ < 15 >5 ‐ < 10 <5 Source: CKR Interactive Nursing Survey, 2008‐2009
  • 24. The RN Recruitment Dilemma The RN Recruitment Dilemma  Aging RN workforce  means most of our  audience is 40+ years of  age. The older / more  experienced audience  segments are less likely to  t l lik l t change jobs or relocate. Source: CKR Interactive Nursing Survey, 2008‐2009 *No major fluctuations identified among respondents with less than 1 year of experience or with more than 15/less than 20.
  • 25. What does this mean for  marketers? MILLENNIALS New Grads and Early Career Will Relocate and Change Jobs Nursing s Future Nursing’s Future One size  GENERATION X does not  Mid Career Mid C fit all! Balancing Work / Family A Smaller Cohort BABY BOOMERS Still Working The Largest Cohort The Largest Cohort Less Likely to Relocate or Change Jobs
  • 26. What can marketers do? What can marketers do? Build a comprehensive program that reaches Understand  all audience segments! the  Audience Modify  Tailor Your  Based on  B d Message &  M & Results Media Track &  Monitor
  • 27. Finding #3 AWARENESS OF OPTIONS AWARENESS OF OPTIONS
  • 28. Overall Lack of Awareness Overall Lack of Awareness • Respondents were asked about 50+ hospitals Respondents were asked about 50+ hospitals – Approximately 85% had no perception of South  Florida hospitals as employers Florida hospitals as employers • Top three facilities – Jackson Memorial Hospital Jackson Memorial Hospital – Baptist Health – Mi i Child ’ H it l Miami Children’s Hospital
  • 29. How 2 you get your message do across and make an impression? • Talk about – Your facility’s unique Your facility s unique  attributes – What’s relevant to the What s relevant to the  target audience • Be credible! Be credible!
  • 30. Segmentation is Key Segmentation is Key Who are you for?
  • 31. Case Study Case Study Even one of the most recognizable brands has  benefitted from segmenting its audiences and  benefitted from segmenting its a diences and determining who they are for!
  • 32. What can you do today? 5 QUESTIONS TO ASK 5 QUESTIONS TO ASK
  • 33. 1. Is your program geared to the three  generational cohorts? generational cohorts? 2. Does it include components that                  reach RNs as they live their lives? reach RNs as they live their lives? 3. Do your messages reflect what’s              really important to today’s RNs? ll i t t t t d ’ RN ? 4. Are you looking beyond healthcare             and recruitment for ideas and inspiration? 5. Are you tracking and monitoring results?
  • 34. Thank You!  Thank You! Questions?
  • 35. Title • Notes