Don't just work. Belong.
In the post-COVID landscape, rural hospitals face unique challenges in recruiting top talent for both clinical and non-clinical roles. Evangelical Community Hospital – now WellSpan Evangelical Community Hospital – located in Lewisburg, Pennsylvania, was no exception. Competing with major healthcare players like Geisinger Health System and University of Pittsburgh Medical Center, they needed a strategic approach to enhance their recruitment efforts.
There was an urgent need to attract high-quality candidates. The hospital’s internal research revealed a critical disconnect between their consumer and employer brands, hindering their recruitment efforts.
To bridge this gap, Evangelical Community Hospital partnered with Lehigh Mining and Navigation. The collaboration focused on aligning the hospital’s brand messaging to effectively attract potential candidates.
Here’s how the strategy unfolded.
CLIENT
SERVICES
- Brand Strategy
- Positioning
- Digital + Print Advertising
- Content Development
- Trade Show
- Web
- Collateral
Results
Before the campaign, Evangelical Community Hospital faced hundreds of open positions and relied heavily on agency staff. Within six months of implementing the new recruitment strategy, the hospital achieved remarkable results:- Reduced Agency Staff: Decreased reliance on agency staff by two-thirds.
- Open Positions: Reduced the number of open positions to single digits.
Brand Alignment
- Discovery and Analysis: We conducted thorough internal and external research to understand the hospital’s brand perception and its position relative to competitors.
- Messaging Realignment: Emphasized the hospital’s outstanding reputation and community-focused values. This was reflected in targeted messaging that highlighted the unique benefits of working at Evangelical Community Hospital.
Strategic Enhancements
- Website Overhaul: Updated the Careers page to present a compelling narrative about the hospital’s culture and opportunities.
- Targeted Messaging: Crafted engaging messages such as “work for an organization where you feel you belong” and “love your job again” to attract talent from competing organizations.
- Brand Guidelines Update: Standardized branding across web career pages, job boards, and social media to ensure a consistent and appealing employer brand.
- Job Fair Materials: Redesigned all Career Fair materials, including flyers, signage and props to align with the refreshed brand.
Digital and Social Media Tactics
- Geofencing: Implemented targeted digital ads to reach potential candidates within specific geographic areas, countering the competition effectively.
- Employee Advocacy: Leveraged new hires’ testimonials in social media posts to showcase real-life experiences and attract like-minded professionals.
Key Takeaways
- Brand Alignment: Aligning marketing and HR messaging is crucial for attracting and retaining top talent.
- Consistent Branding: The employer brand should mirror the consumer brand to create a cohesive and attractive image.
- Employee Retention: Focus on both recruitment and retention to build a stable workforce.
- Integrated Communications: Recruitment should be integrated into all communication strategies for maximum impact.
This case study exemplifies how strategic brand alignment and targeted messaging can transform recruitment efforts and drive significant improvements in staffing and organizational success.
