Delivering A Strong Employer Brand 8 23 10


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Learn more about how one health system enhanced its employer brand and expanded its relationship with candidates to stand out as an employer of choice.

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Delivering A Strong Employer Brand 8 23 10

  1. 1. Delivering a Strong Employer Brand in a Decentralized Organization <ul><li>Presented by </li></ul><ul><li>Susan L. Brevoort </li></ul><ul><li>Human Resource Recruiting Professional </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul>
  2. 2. The Opportunity for St. Joseph Health System <ul><li>Organizational Overview </li></ul><ul><li>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 </li></ul><ul><li>The Challenge </li></ul><ul><li>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 </li></ul><ul><li>Regional Response </li></ul><ul><li>Recognizing the opportunity to leverage these needs more consistently, the OC Region responded by developing new recruiting tools to establish a strong employer brand while continuing to recognize the uniqueness of each hospital </li></ul>
  3. 3. Delivering an Integrated Message The Southern California Recruiting Brochure
  4. 4. Development of the Southern California Recruiting Brochure <ul><li>Utilized artwork created by Sister M. Madeleva, from the Sisters of St. Joseph of Orange establishing a clear visual image and recognizable employer brand </li></ul><ul><li>Content featured the organization’s unique values driven culture and employee oriented workplace </li></ul><ul><li>Retained individual hospital brands by provided hospital specific information such as specialties and industry designations </li></ul><ul><li>Provided valuable candidate information by including hospital and recruiter contact information </li></ul><ul><li>Included system-wide information on other locations within the Health System </li></ul>
  5. 5. Launch of New Website <ul><li>Delivered an on-line interactive campaign and new website targeting passive candidates for hard to fill healthcare positions </li></ul><ul><li>Utilized Google Ad Words, Yahoo Search, e-mail blasts and banner ads providing candidates with direct links to the OC website </li></ul><ul><li>Enhanced search engine optimization (SEO) with updated content, hospital specific pages and use of meta tags for tracking </li></ul>
  6. 6. Employer Branding Incorporated at Recruiting Events <ul><li>Utilized Sister Madeleva’s artwork to identify Orange County facilities while also creating an exhibit design unique to each Hospital </li></ul><ul><li>Exhibit displays were designed to be multi-functional and used as stand alone displays or placed collectively at recruiting events </li></ul><ul><li>Regional Employer Brand was incorporated into other recruiting resources ( brochures, ads, direct mail) </li></ul>
  7. 7. Employer Branding Incorporated at Recruiting Events <ul><li>Utilized Polaroid photos of attendees to create a ‘buzz” and to increase booth traffic </li></ul><ul><li>Recruiters explored individual career interests with attendees while photos developed, </li></ul><ul><li>Created a ‘take-away’ that would be kept and shared </li></ul>
  8. 8. Employer Branding Incorporated at Recruiting Events <ul><li>Promoted a $100 gift card drawing at the booth to gather individual contact information; Increased attendee booth traffic by 30% with the Interest Card drawing </li></ul><ul><li>Identified levels of candidate interest and created a pipeline of future candidates for hard to fill positions </li></ul>
  9. 9. Some Thoughts on Delivering an Integrated Message <ul><li>Find a common employment brand message that is authentic and exists throughout the organization </li></ul><ul><li>Get feedback and buy-in from all involved (such as HR leadership, recruitment teams, employee focus groups, new employee surveys and Marketing) </li></ul><ul><li>Further define and develop your employment brand with support from Employment Marketing Specialists (internal or external advertising experts) </li></ul><ul><li>Make sure that your employer brand has a common look, a clear message and truly reflects your value proposition </li></ul><ul><li>While a website may look different from a print ad or brochure, they all should carry the same employer brand message </li></ul>
  10. 10. Delivering Savings and Results for St. Joseph Health System <ul><li>Internet Initiatives: </li></ul><ul><li>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 initiative. </li></ul><ul><li>Developed a regional webpage specifically featuring high demand positions. Delivered over 1,800+ interested candidates monthly to each hospital’s career site </li></ul><ul><li>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. </li></ul>
  11. 11. Delivering Savings and Results for St. Joseph Health System <ul><li>Promotional Initiatives: </li></ul><ul><li>Reduced event recruiting costs through regional registration, saving up to $1,500+ per event. Continued to provide visibility to individual hospitals while representing SJHS. </li></ul><ul><li>Successfully qualified candidate interests at recruiting events and generated an average of 26 referrals per event to recruiters </li></ul><ul><li>Designed a regional recruiting brochure that consolidated information and reduced production costs with a savings of over $78,000 in three years </li></ul>
  12. 12. Are you interested in exploring additional creative sourcing ideas? <ul><li>Susan L. Brevoort </li></ul><ul><li>Human Resource Professional </li></ul><ul><li>Recruitment Expertise </li></ul><ul><li>Internet & Web 2.0 Strategy </li></ul><ul><li>Program Design & Implementation </li></ul><ul><li>To contact: [email_address] </li></ul><ul><li> </li></ul>