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Presbyterian SeniorCare Network

A Unique Recruitment Campaign

Turning “Help Wanted” into an Engaging Experience

There is a severe shortage of healthcare workers across the country, including Western Pennsylvania. Presbyterian SeniorCare Network competes with other healthcare entities like hospitals for nurses and other clinical positions. For certified nurse’s aides, the competition is even broader and includes any minimum wage position. Not only did we need more candidates, but we also needed candidates who shared our passion for working with older adults and who embraced our values.

Presbyterian SeniorCare Network turned to Pipitone to develop a plan to create a more engaging recruitment process in order to generate more quality leads.

It Starts with a Strategy

To begin our efforts in rethinking the recruitment process for Presbyterian SeniorCare Network, we defined three strategic imperatives that our campaign needed to cover:

  1. Redesign the recruitment process
  2. Redefine the way Presbyterian SeniorCare Network attracts more qualified leads
  3. Reinforce the Presbyterian SeniorCare Network person-centered culture at every touchpoint

A Unique Idea

We embraced the strategy by creating a campaign that reflected the values of Presbyterian SeniorCare Network and their person-centered culture. The campaign theme, “A Career that’s Uniquely You” embraced our strategy, was influenced by insights and worked well to meet our strategic imperatives. For the design, the use of a mnemonic of a heart made from a fingerprint easily signifies to the prospective employee that you can have a career fashioned around your unique needs, passions and desires at Presbyterian SeniorCare Network.

Lead with Unique, Passionate Employees

We knew that featuring real employees and their stories, told in their voice would add to the passion we wanted to convey behind our “Uniquely You” campaign. We gathered authentic, non-scripted stories from current employees to form the messaging for this campaign. The storytelling videos and commercials we created showcase the employees’ passion for seniors and their work in a way that had not been done before.

Creating and Closing a Better Recruitment Loop

We knew that in order to complete our fully integrated campaign, we needed to close the loop on the current application process. We worked to design a better, more streamlined application process by integrating with the existing HR third-party application process and a brand new “Uniquely You” recruitment-specific website. We developed a “quick apply” feature on this website to improve user experience and make applying easier. We also worked with the internal team at Presbyterian SeniorCare Network to integrate the new “Uniquely You” messaging through all recruitment and hiring touchpoints. Finally, in order to drive the right leads back to the new website and get them into the recruitment loop, we developed assets to help target the top seven positions through digital, social, print and television advertising on an ongoing basis.

Results

In year one, Presbyterian SeniorCare Network hired nearly 800 employees, which is 17% more than the year prior. On average, the website also generated more than twice the number of unique users per month than the year prior.

  • 2019 PRSA Award of Merit Winner
  • 2019 PRSA Renaissance Award Winner
Pipitone Group 3933 Perrysville Avenue
Pittsburgh, PA 15214-1735

412.321.0879
info@pipitonegroup.com

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