Hospital brand tarnished after negative headlines and considerable leadership turnover. Hospital set a goal of hiring 100 nurses in 100 days to accommodate demand from new services.
Develop program and subsequent campaign based on focus group research with nurses. Featured reinvention around the needs of nurses. Multi-faceted campaign included database marketing program, unit specific branding campaigns, redesign of the in-take function, development of candidate tracking system, sales training for HR reps and unit managers, special events and full complement of web strategies.
Recruited over 100 nurses at 1/3 the cost of agency and headhunter fees.