Creation and Implementation
of a Recruitment Marketing
Campaign
A Baystate Health Case Study
A brief introduction…
– Emerson R. Moses, FASPR, CMSR
Projects & Operations Manager
Office of Physician & Advanced Practit...
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 sol...
Healthcare experience
www.ChooseBaystateHealth.org
Today’s presentation
– Understand the value of a well communicated
employment brand
– Begin to identify what is unique abo...
What is branding?
– It’s more than a logo and tagline!
• An experience
• Unique blend of elements that express who you
are...
An experience…
An experience…
An experience…
An Experience
Perception–Who’s got a headache?
Perception-the true value!
$2.69
250 CT
325MG
$11.79
200 CT
325MG
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 ...
Why is branding important?
– The benefits of a strong employment brand
• Creates efficiencies, making communication
easier...
Why is branding important?
– The benefits of a strong employment brand
• Lower rate of rejection
• Lower turnover of “exce...
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 C...
What’s unique about your
organization?
– Things to remember:
• Know who you are; organizationally & culturally
- make sure...
What’s unique to Baystate Health?
– Large multi-specialty practice
– Located in western Massachusetts
– Large variety of p...
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:
• Det...
Baystate Health’s Results
– While the market is getting more challenging,
Baystate Health has:
• Reduced the number of int...
Thank you!
Questions?
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2011 - ASPR presentation (ab+c & Baystate Health)

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Creation and Implementation of a Recruitment Marketing Campaign

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  • Pathology ad from 2004… clinical leadership “inspired”.
  • Look ma, branding!
  • What we hope you will get out of this presentation today.
  • There is a lot of confusion over branding A lot of people simply consider adding a logo or color “branding” Branding is more than that… it’s an experience. When you think of Disney, I bet you didn’t think of this…
  • You thought of their experience… fun Brand is communicated through visuals and verbal messaging, and through an experience with your organization. My bet is, when you think of Disney it looks more like this.
  • It’s the collection of everything you know and every experience you’ve had with Disney. childhood memories, movies, trips to DisneyWorld… their brand isn’t “cartoons”. There brand is family fun. Lets look at another brand. What about Apple?
  • It’s the collection of everything you know about the organization. Is this what you think of when you hear Apple? Or is it more like this?
  • Apples computers are more expensive, MP3 players more expensive, yet… Recently they briefly overtook Exxon Mobile as the most value US company. But you may be saying… their products are better, that’s why they can charge more. I present to you…
  • Patent expired in 1917. The same product! Two very different prices. What is the value of perception?
  • Patent expired in 1917. The same product! Two very different prices. What is the value of perception?
  • So what we are talking about here is building a strong perception of value regarding your organization. To truly start strengthening your “brand”.
  • To positively promote your brand we need to understand what makes an effective brand. Do disney and apple validate their experience? You know it. Who doesn’t want to have fun and feel progressive? Kings of consistency – movies, theme parks, Disney channel – you name it. It’s all about fun.
  • • When you know your unique value, creating materials becomes easy. • Additionally, helps determine strategies for sourcing. • More competition for your openings = better candidates • Feel they belong • The best kind of candidates
  • • Huge cost savings • The ones we really hate to lose • Who wouldn’t love that? • When stuff goes down, to know the docs have your back. • Everyone pulling on the rope at the same time.
  • So what do doctors want?
  • Your challenge is to show your organization in a way that matches positively with their career aspirations.
  • Geographic Location – key, can’t really change them – Majority of the rest… position specific – the keys are the details
  • • Do you offer research opportunities, teaching? Outpatient, Inpatient? • What validates the experience • When the #1 item is geography how much does outdoor activities really differentiate • This can go all the way into email signatures, and conference flyers!
  • Find your Niche at Baystate Health – No matter the type of position you are looking for you can find it (or potentially develop it) at Baystate Health. In our geographic location we are the only ones who can make this statement. We pay this off with the headline: You know what you want in a practice, we know where you can find it. The copy speaks to the size of Baystate Health, the national recognition we’ve received, our proximity to Boston and other areas and ends with: Finding your niche is easy – It’s starts with Baystate Health.
  • Notes on the mailer: Pediatric piece, images change, title added into the headline and subhead on the back. Language maintains consistency. Notes on the email: Emergency medicine piece, images change (hospital and practice type), title added into the headline. Language maintains consistency.
  • Notes on the ¼ page journal ad: CCM piece, images gone – audience that reads journals for detailed positions are more interested in details. More details are provided. Headline changes to be specific to the position. Language maintains consistency. The web postings drop the headline as they are no longer necessary but focus on position-specific details and maintain consistent language regarding BH and finding your niche.
  • 2011 - ASPR presentation (ab+c & Baystate Health)

    1. 1. Creation and Implementation of a Recruitment Marketing Campaign A Baystate Health Case Study
    2. 2. A brief introduction… – Emerson R. Moses, FASPR, CMSR Projects & Operations Manager Office of Physician & Advanced Practitioner Recruitment Baystate Health Springfield, Massachusetts – Shawn Kessler Senior Strategist Aloysius Butler & Clark Wilmington, Delaware
    3. 3. Where we started… 2004
    4. 4. Where we started… 2007
    5. 5. 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
    6. 6. Healthcare experience www.ChooseBaystateHealth.org
    7. 7. 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
    8. 8. 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
    9. 9. An experience…
    10. 10. An experience…
    11. 11. An experience…
    12. 12. An Experience
    13. 13. Perception–Who’s got a headache?
    14. 14. Perception-the true value! $2.69 250 CT 325MG $11.79 200 CT 325MG
    15. 15. Perception-the true value! WHAT IS THE PERCEPTION OF YOUR ORGANIZATION?
    16. 16. 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
    17. 17. 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
    18. 18. 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
    19. 19. Real world examples?
    20. 20. Real world examples? TEACHING! RURAL!RESEARCH
    21. 21. 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
    22. 22. 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.
    23. 23. 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
    24. 24. Baystate Health’s Brand Promise
    25. 25. Branding at the tactical level
    26. 26. Branding at the tactical level
    27. 27. 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
    28. 28. 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
    29. 29. Thank you! Questions?

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