Delivering a Strong Employer Brand in a Decentralized Organization Presented by Susan L. Brevoort Regional Sourcing Manager, St. Joseph Health System-Orange County, CA July 2009 [email_address] www.linkedin.com/in/susanbrevoort

Presented by

Susan L. Brevoort

Regional Sourcing Manager, St. Joseph Health System-Orange County, CA

July 2009

[email_address]

www.linkedin.com/in/susanbrevoort

The Employer Brand Opportunity 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 has responded by developing new recruiting tools to establish a strong employer brand while continuing to recognize the uniqueness of each hospital

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 has responded by developing new recruiting tools to establish a strong employer brand while continuing to recognize the uniqueness of each hospital

Delivering an Integrated Message The Southern California Recruiting Brochure

Development of the Southern California Recruiting Brochure By utilizing artwork created by Sister M. Madeleva (from the Sisters of St. Joseph of Orange) established a clear visual image that created the framework for the Orange County employer brand Brochure content featured St. Joseph Health System’s unique values driven culture and employee friendly workplace Included hospital specific information such as hospital specialties, healthcare designations and other recognitions Provided valuable candidate information including recruiter contact, hospital information and web site addresses Included system-wide information on other locations within the St. Joseph Health System

By utilizing artwork created by Sister M. Madeleva (from the Sisters of St. Joseph of Orange) established a clear visual image that created the framework for the Orange County employer brand

Brochure content featured St. Joseph Health System’s unique values driven culture and employee friendly workplace

Included hospital specific information such as hospital specialties, healthcare designations and other recognitions

Provided valuable candidate information including recruiter contact, hospital information and web site addresses

Included system-wide information on other locations within the St. Joseph Health System

Launch of the Orange County Website www.hospitaljobsinoc.com In 2008, delivered an on-line interactive campaign and 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 Site design included enhanced search engine optimization (SEO) with updated content, hospital specific pages and use of meta tags for tracking

In 2008, delivered an on-line interactive campaign and 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

Site design included enhanced search engine optimization (SEO) with updated content, hospital specific pages and use of meta tags for tracking

Hospital Exhibit Displays Used at Recruiting Events Continued to utilize Sister Madeleva’s artwork while creating an exhibit design unique to each Hospital Exhibit displays were designed to be multi-functional. Could be used individually by hospitals or placed collectively at recruiting events Integrated the OC regional employer brand into other recruiting resources such as brochures, ads and other promotions

Continued to utilize Sister Madeleva’s artwork while creating an exhibit design unique to each Hospital

Exhibit displays were designed to be multi-functional. Could be used individually by hospitals or placed collectively at recruiting events

Integrated the OC regional employer brand into other recruiting resources such as brochures, ads and other promotions

Employment Branding at Association Recruiting Events To create a ‘buzz” and to increase booth traffic, Polaroid photos were taken of attendees at a California beach scene As the photos developed, Recruiters explored individual career interests with attendees Created a ‘take-away’ that attendees would keep and share Incorporated the Association’s conference theme into promotions

To create a ‘buzz” and to increase booth traffic, Polaroid photos were taken of attendees at a California beach scene

As the photos developed, Recruiters explored individual career interests with attendees

Created a ‘take-away’ that attendees would keep and share

Incorporated the Association’s conference theme into promotions

Employment Branding at Association Recruiting Events To encourage attendees to provide individual contact information, included a $100 gift card drawing at the booth Increased attendee booth traffic by 30% over previous recruiting seasons with the Interest Card drawing

To encourage attendees to provide individual contact information, included a $100 gift card drawing at the booth

Increased attendee booth traffic by 30% over previous recruiting seasons with the Interest Card drawing

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) Consider further defining and developing 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

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)

Consider further defining and developing 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 & Results 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 initative. 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.

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 initative.

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 & Results 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. At recruiting events, successfully qualified candidate interests and generated an average of 26 referrals per event to recruiters for direct follow up Designed a regional recruiting brochure that consolidated information and reduced production costs with a savings of over $78,000 in three years

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.

At recruiting events, successfully qualified candidate interests and generated an average of 26 referrals per event to recruiters for direct follow up

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_address] www.linkedin.com/in/susanbrevoort

Susan L. Brevoort, Human Resource Professional

Recruitment Expertise

Internet & Web 2.0 Strategy

Program Design & Implementation

To contact: [email_address]

www.linkedin.com/in/susanbrevoort