Delivering A Strong Employer Brand 8 23 10
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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.

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 Presentation Transcript

  • 1. Delivering a Strong Employer Brand in a Decentralized Organization
    • Presented by
    • Susan L. Brevoort
    • Human Resource Recruiting Professional
    • [email_address]
    • www.linkedin.com/in/susanbrevoort
  • 2. The Opportunity for St. Joseph Health System
    • 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 responded by developing new recruiting tools to establish a strong employer brand while continuing to recognize the uniqueness of each hospital
  • 3. Delivering an Integrated Message The Southern California Recruiting Brochure
  • 4. Development of the Southern California Recruiting Brochure
    • Utilized artwork created by Sister M. Madeleva, from the Sisters of St. Joseph of Orange establishing a clear visual image and recognizable employer brand
    • Content featured the organization’s unique values driven culture and employee oriented workplace
    • Retained individual hospital brands by provided hospital specific information such as specialties and industry designations
    • Provided valuable candidate information by including hospital and recruiter contact information
    • Included system-wide information on other locations within the Health System
  • 5. Launch of New Website www.hospitaljobsinoc.com
    • Delivered an on-line interactive campaign and new 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
    • Enhanced search engine optimization (SEO) with updated content, hospital specific pages and use of meta tags for tracking
  • 6. Employer Branding Incorporated at Recruiting Events
    • Utilized Sister Madeleva’s artwork to identify Orange County facilities while also creating an exhibit design unique to each Hospital
    • Exhibit displays were designed to be multi-functional and used as stand alone displays or placed collectively at recruiting events
    • Regional Employer Brand was incorporated into other recruiting resources ( brochures, ads, direct mail)
  • 7. Employer Branding Incorporated at Recruiting Events
    • Utilized Polaroid photos of attendees to create a ‘buzz” and to increase booth traffic
    • Recruiters explored individual career interests with attendees while photos developed,
    • Created a ‘take-away’ that would be kept and shared
  • 8. Employer Branding Incorporated at Recruiting Events
    • 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
    • Identified levels of candidate interest and created a pipeline of future candidates for hard to fill positions
  • 9. 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)
    • Further define and develop 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
  • 10. Delivering Savings and Results for St. Joseph Health System
    • 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 initiative.
    • 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.
  • 11. Delivering Savings and Results for St. Joseph Health System
    • 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.
    • Successfully qualified candidate interests at recruiting events and generated an average of 26 referrals per event to recruiters
    • Designed a regional recruiting brochure that consolidated information and reduced production costs with a savings of over $78,000 in three years
  • 12. 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