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Employee Referral Program

St. Joseph Health System

Interactive

ASSESS

St. Joseph Health System's three hospitals in the Orange County, California region were not getting an adequate ROI on their job board investments. They needed other avenues to reach hard-to-fill positions, which included Pharmacists, Occupational Therapists, Physical Therapists, Speech Therapists, Registered Nurses, Respiratory Therapists and Clinical Lab Scientists.

STRATEGIZE

Hodes proposed creating a three-month pilot interactive recruitment program, which would include the development of a website for the region and a marketing campaign to drive targeted traffic to it. The site would focus on highlighting specific hard-to-fill job opportunities and on the health systemÕs employer brand by telling narratives of "Sacred Encounters" at each facility. These encounters would feature stories of current employees who have gone above and beyond their normal duties to connect with a patient or co-worker in a personal way.

IMPLEMENT

The website, http://www.hospitaljobsinoc.com, and the campaign, launched in the spring of 2008. We reached out to active candidates via recruitment sites and job boards, search engine marketing and niche sites. We also marketed to passive candidates via Yahoo! geo/behavioral targeted banners, Monster Career Ad Network and Beyond.com e-cards. Candidates could apply directly to the jobs at each facility. Additionally, we included a "contact us now" feature that allowed the user to send an e-mail to a recruiter. All efforts were tracked to the application submission with the client's ATS.

MEASURE

After seeing the positive results of the first three months of the campaign, the program was expanded and extended for an additional nine months. Search engine optimization and ongoing content updates have contributed to the success of the program, especially when compared to other traditional recruitment vehicles. ROI is measured by Web stats, page views and by identifying referring sources. We then measure the number of applications based on these sources and the cost-per-source. The pilot program delivered 815 applications. An additional 1238 applications were delivered in the first three months of the next phase at a cost-per-applicant of $33.36. Additionally, because we were able to determine ROI for each media during the first phase, the re-tooled media mix in phase two increased site traffic by 182%.