Florida Hospital Memorial Division

Integrated Campaign

ASSESS

Florida Hospital-Memorial Division is an affiliate of the faith-based Adventist Health System and operates three hospitals along Florida's East Coast. Our client needed to hire 30 full-time RNs within a three-month period, while also addressing retention.

STRATEGIZE

Our strategy called for a campaign that included both external mixed media and internal employee retention pieces. We partnered with Florida Hospital's Marketing Department to develop a new theme: “Picture This.” Our testimonial campaign would feature a photo shoot of actual employees with a fresh approach. Instead of traditional, posed photos, employees would hold up oversized photo frames to tie in with the overall theme. The “Picture This” concept was ideal for a fun message regarding the hospital's many unique attributes. For example, “picture yourself in a nurturing, caring environment,” “picture substantial benefits,” and “picture a beautiful Atlantic Coast location.”

IMPLEMENT

To increase external awareness, we drew on traditional and non-traditional mediums such as local and trade print ads, a job fair event and radio spots. Internally, we developed three variations of a flyer to create excitement for the nursing staff, while giving them details about HR's efforts to decrease vacancy rates. We also revamped the existing Employee Referral Program (ERP) to include portrayals of current employees and a grand prize giveaway of a cruise for two. The new campaign was executed using posters, table tents (in the cafeteria) and flyers for new hire packets. The success of the new ERP hinged on the recruitment and retention manager's ability to really promote the bonuses and prizes during new hire orientations.

MEASURE

The results were outstanding, with a total of 25 RNs hired, which achieved 83% of Florida Hospital's goal. Hospital administrators were also pleased, as the project came in under budget. And, to top it off, our internal flyers won an EMA award for Employee Communications, Retention Program.