CJW Medical Center

Employee Referral Program

ASSESS

CJW Medical Center, one of the largest facilities within HCA, is located on two medical campuses in Richmond, VA. CJW wanted to follow its successful employee referral program (ERP) in 2004 with an equally creative one for 2005. The medical center’s hiring needs included RNs and allied health professionals, with a particular emphasis on nursing, physical therapists and pharmacists.

STRATEGIZE

Employees responded well to the “Referrals for Riches” program from 2004, which included a grand
prize travel voucher valued at $5,000. The closing bash from that ERP had generated so much excitement, the challenge was to keep the momentum going and increase referrals over the next nine months. The new strategy offered an even bigger grand prize that would be enjoyed by the winner for many years. So Bernard Hodes Group developed the theme “Refer till ya POP,” with the top prize of a home entertainment system from Best Buy, valued at over $7,000, along with referral cash prizes and free movie tickets.

IMPLEMENT

We developed and mailed employees a Rules and Regulations brochure, which included a bag of popcorn. Each campus had a kick-off event featuring a popcorn machine, posters, table tents, two large outdoor banners, four 6 ft. by 4 ft. stand-ups and referral cards. Giveaways included popcorn bags, magnets and pens all imprinted with the “Refer till ya POP” theme.

Within the first quarter of the ERP, a Registered Nurse career fair was hosted and promoted with the theme, “We’re looking for the next big star.” Nurses in Richmond and surrounding areas were invited to attend and current employees were encouraged to bring a friend, therefore increasing their own chances for winning prizes in the ERP. Giveaways included free movie tickets, photos with a life-size Spiderman and gift buckets from Hollywood Video.

To renew employee interest, midway through the ERP, we sent out flyers to employees and an event at Best Buy was hosted on two consecutive Sundays. For maximum employee participation, these events were held after store hours, and solely for CJW employees. Best Buy donated two $50 gift certificates and an iPod Shuffle at each event, as well as offered attendees in-store discounts. A mock-up of the grand prize entertainment system was also displayed.

The program culminated in a celebration at a local restaurant. All eligible employee names were placed in a money machine, which was used to narrow down the names to 15 for the grand prize drawing.

MEASURE

The campaign was an outstanding success, resulting in 344 referrals and 81 hires, including 48 RNs, 3 licensed practical nurses, 2 nursing assistants and 16 allied health professionals. Compared to the previous year’s program, this was a 137 percent increase in referrals and a 145 percent increase in hires.