IN AN AREA WHERE MORE THAN 25 HOSPITALS COMPETE TO FIND QUALIFIED NURSES, HOW DOES ONE ATTRACT THE LION'S SHARE OF APPLICANTS?

THE INSTITUTION CAN STRATEGICALLY REPOSITION ITSELF...

Challenge: Recruit a large number of nurses quickly and cost-effectively. To accommodate a planned expansion and ensure the highest standards of patient care, Southside Hospital needed to expand its nursing staff. For the healthcare industry as a whole, this was an uphill challenge at best.  

Response: Discover the market, develop the brand, and drive the response to generate results. First, we defined our candidates by where they lived— determining which geographic areas offered a reasonable commute to the hospital. We then researched the attitudes of nurses concerning their careers. We created a "brand promise" for Southside hospital that reflected the nursing community’s vision. Through open houses, a toll-free hotline, an active ad campaign and a customized website, we positioned Southside Hospital as an “employer of choice” in the community. The result was that SSH was able to recruit more than 90 nurses in 90 days for less than one-third  the cost of traditional recruitment methods.

“Nursing: The Heart of Patient Care™”