Telemarketing helps fill new positions at The George ...
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IN THIS ISSUE September 2002 Volume 2 Number 9
the Joint Commission’s
Telemarketing helps fill new positions
Expert Roundtable to fix
the nursing shortage.
at The George Washington University
6 Compensation The George Washington University Hospital faced a challenge: They
National survey reveals needed to recruit and hire 100 experienced RNs to staff a new, larger
hourly wage gains in facility in a short window of time. Ultimately, GWU Hospital decided
2002 for direct care
nurses and managers. to break with local recruiting tradition and employ telemarketing as a
key element of a campaign to staff the new 371-bed facility.
In the past, the hospital had offered traditional incentives such as
market-based salaries and benefits, signing bonuses, relocation
Nurse managers can
make a difference in staff allowances, flexible schedules, and a mentor program to attract new
retention. grads and experienced nurses.
8 News Scan The need to differentiate
But to meet its aggressive recruitment target, GWU Hospital needed
Legislative and legal
updates; Professional something more. It had to find a way to differentiate itself from other
association news; and Washington, DC, area hospitals. The first step was to bring together
more. administrative, marketing, nursing, and human resource staff to
brainstorm possible options. The group considered various marketing
vehicles and messages that could generate results quickly. Steps in
WHAT’S AHEAD this process included: 1) identifying the audience for the messages, 2)
The University of Chicago developing a targeted message, 3) choosing the appropriate vehicle,
Hospitals’ organizational and 4) measuring results.
strategy for building a The unique element of GWU Hospital’s approach is that it included
diverse workforce; telemarketing, in addition to a mix of radio ads and direct mail.
Redefining the nurse The recruitment task force focused on marketing vehicles that
manager role to retain
would bring the message directly to the target population without
getting lost among those of competitors. “Nurse recruiters regularly place
www.corhealth.com employment advertisements in newspapers, print ads in nursing publica-