Delivering a Strong Employer Brand in a Decentralized Organization

Presented by

Susan L. Brevoort

Human Resource Recruiting Professional

Brevoorts@aol.com

www.linkedin.com/in/susanbrevoort

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

Delivering an Integrated MessageThe Southern California Recruiting Brochure

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

Launch of New Websitewww.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

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)

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

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

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

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.

Delivering Savings and Resultsfor 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

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: Brevoorts@aol.comwww.linkedin.com/in/susanbrevoort