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© 2005 JordanAnderson Advertising, Inc. |
Situation
Vassar Brothers Medical Center, a 365 bed facility that has been serving
New York’s Mid-Hudson Valley region needed to fill a large number
of hard-to-fill openings. The positions included RNs, case managers, pharmacists,
imaging professionals (nuclear medicine, cardiology, MRI, ultrasound,
vascular, interventional, and diagnostic) respiratory, OR technicians,
clinical coordinators, phlebotomists, and certified occupational therapist
assistants (COTAs).
Earlier in the year, their Human Resources Department had implemented a 90-day employee referral program, which offered a referral bonus. Jordan Anderson Advertising was called in to design and implement a recruitment and retention program.
Strategy
We implemented “Product You®”, a proprietary
program which helps humanize and brand organizations by telling their
stories. We conducted interviews with staff members from all levels and
departments and photographed them. The Product You®
campaign consisted of newspaper ads, flyers, posters in high traffic areas
of the hospital, direct mail postcards (which were mailed to nurses homes),
radio commercials and was also promoted on Vassar Brothers’ website.
Results
The campaign was a complete success, allowing Vassar Brothers Medical
Center to surpass their initial hiring goal of 100. In fact, the program
resulted in a 300% increase in hires when compared to results previously
attained, and included 87 RNs; 4 case managers; 3 clinical coordinators;
1 nuclear medical technician; 4 OR technicians; 7 respiratory care practitioners;
7 phlebotomy technicians; 1 pharmacist; 2 pharmacy interns; and 1 ultrasound
technician. The program resulted in 117 hires!
Entire cost of Product You was $13,700 which came to $117 per hire. Averaging hiring rate: 1.3 hires per day throughout 90 day program. Most importantly, Product You® increased retention and employee morale. Vassar Brothers Medical Center saved approximately $15,000-$20,000 by canceling an upcoming Open House event. In the end this saved Vassar thousands by having no costly vacancies. Both management and staff positively recognized the HR and Nurse Recruiting Departments for the success of the program.