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Presbyterian SeniorCare Network

A Unique Recruitment Campaign

Turning “Help Wanted” into an Engaging Experience

The severe shortage of healthcare workers is affecting the entire country, especially healthcare regions like Western Pennsylvania. When it comes to recruiting nurses and other clinical positions, Presbyterian SeniorCare Network competes with many healthcare providers. Not only did they need more candidates, they also needed candidates who shared their passion for working with older adults and who embraced the organization’s 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, Pipitone 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 executed the strategy by creating a campaign that reflected the values of Presbyterian SeniorCare Network and its 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. 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

To add to the passion we wanted to convey behind our “Uniquely You” campaign, we featured actual employees, telling their own stories, in their own voice. 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. The approach distinguished Presbyterian SeniorCare in a crowded market.

Creating and Closing a Better Recruitment Loop

To complete our fully integrated campaign, Presbyterian SeniorCare needed to close the loop on the current application process. We designed a more effective, streamlined process that included a new “Uniquely You” recruitment-specific website with a “quick apply” feature. We also worked with Presbyterian SeniorCare Network to integrate new “Uniquely You” messaging through all recruitment and hiring touchpoints. Finally, in order to drive the right leads back to the new website and into the recruitment loop, we developed assets that targeted 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, 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
Pipitone Group 3933 Perrysville Avenue
Pittsburgh, PA 15214-1735

412.321.0879
info@pipitonegroup.com

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