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Presbyterian SeniorCare Network

A Unique Recruitment Campaign

Turning “Help Wanted” into an Engaging Experience

The severe shortage of workers is affecting the entire country. When it comes to clinical positions, Presbyterian SeniorCare Network competes with many healthcare providers. For non-clinical workers, our competitive set is much greater. Not only do we need more candidates, we need the right candidates.

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

It Starts with a Strategy

We defined three strategic imperatives that our campaign needed to cover:

  1. Redesign the recruitment process
  2. Redefine how to attract more qualified leads
  3. Reinforce our person-centered culture at every touchpoint

A Unique Idea

The campaign theme, “A Career that’s Uniquely You,” embraced our person-centered culture. The design of a heart made from a fingerprint readily conveys to prospective employees that they can have a career fashioned around their unique needs, passions and desires at Presbyterian SeniorCare Network.

Lead with Unique, Passionate Employees

We gathered authentic, non-scripted stories from current employees to form the messaging and used them in storytelling videos and commercials that showcase the employees’ passion for seniors and their work.

Creating and Closing a Better Recruitment Loop

We designed a more effective, streamlined process that included a new “Uniquely You” recruitment-specific website with a “quick apply” feature. We developed assets that targeted the top seven positions through digital, social, print and television advertising on an ongoing basis.


  • In year one, Presbyterian SeniorCare Network hired nearly 800 employees, a 17% increase over the year prior.
  • On average, the website generated more than twice the number of unique users per month compared to the year before.
  • 2019 PRSA Award of Merit Winner
  • 2019 PRSA Renaissance Award Winner

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Pipitone Group 3933 Perrysville Avenue
Pittsburgh, PA 15214-1735


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