Care New England Employer Branding Campaign
Project Overview
Care New England Health System was facing a challenge with recruiting new employees to work in both medical and administrative settings. The goal was to create a campaign to position CNE as an employer of choice and attract new talent by humanizing our workforce beyond the clinical setting and show the strength in our diversity and passions.
In the era of COVID-19, it was important to show our staff as whole persons and remind prospects that we’re more than just our jobs, that our workforce have passions that help invigorate their daily lives and share that passion with their colleagues and patients across more spaces than just the clinical.
Concept
Showcase our workforce in a variety of settings outside the clinical setting, utilizing their hobbies and passions as the basis for the campaign to humanize our workforce and attract new talent.
Tactics
An omnichannel approach was triggered to reach as many humans as possible. Our team refocused the careers landing page on the website to act as both a landing page and a new user experience when leads were driven from both physical and digital channels. Outdoor, entirely new landing page creation, digital banner ads, video, social media, radio, search, and print were all engaged in a time-bound campaign spanning 12+ weeks, with a reach focused in Southern New England.
Worked hand in hand with talent acquisition team to ensure complete campaign success and measurable impact across all operating units in the health system.
My Role
Campaign concept, art and creative direction, budget management and direct media buying for digital and physical channels, copy and design editing, analytics, performance monitoring, and campaign reporting, working closely with internal business partners to ensure full success and implementation.
Result
Net increase in applications and hires with spillover beyond the 12-week mark with a significantly increased reach on web traffic over the course of the campaign.
60% increase in overall applications.
Net new hires across both clinical and nonclinical staff.
Awards for both design from GDUSA and Bronze Award from NESHCo.
About Care New England
CNE is one of the leading health systems in the State of Rhode Island. As a major teaching affiliate of Brown University, the system is comprised of Kent Hospital, Women & Infants Hospital, and Butler Hospital, as well as the VNA of RI and the Providence Center, and is one of the largest employers in the state of Rhode Island.
