Using Research to Identify Effective Recruitment
Marketing Strategies
(CKR Interactive presentation for the South Florida Association of Healthcare Recruiters)
2. Introduction
• CKR Interactive – a recruitment marketing
CKR Interactive a recruitment marketing
agency with healthcare expertise
– Clients include UHealth Moffitt Cancer Center
Clients include UHealth, Moffitt Cancer Center,
Lakeland Regional, HCA and Banner Health.
• Your presenters
Your presenters
– Georgia Dardick, Managing Director
–M l
Melyssa Bernstein, AE/Emerging Media Specialist
B t i AE/E i M di S i li t
– Kendra Van Nostran, Account Planner
3. The CKR Interactive Healthcare
Research Initiative
RN Surveys
Diaries & (7 Markets)
Focus
Groups
Media
Studies &
Secondary
Research
Comprehensive Body of Knowledge
4. What We ve Learned
What We’ve Learned
• Demographics and migration
g p g
• Job change
• Commuting preferences
• Sign‐on bonuses
• Open houses
• What’s important
• Media use
• Hopes and dreams
H dd
• Employer perceptions
I felt that this was the place always on the cutting
place…always
edge. The building is old, but the learning that goes
on…I couldn’t wait to work there.
5. Three key influencers…
y
1. The passive audience
2. The demographic cohorts
3. Awareness of employer options
7. Open to Change, But Not Looking
Open to Change, But Not Looking
Actively seeking a Not presently
new job
new job employed
10% 6%
Cannot imagine
changing jobs in
Not Actively near future
seeking, but 34%
would consider
would consider
50%
The passive audience is our primary target.
Source: CKR Interactive Nursing Survey, 2008‐2009
8. What s important?
What’s important?
• Attributes most valued by the passive audience
Attributes most valued by the passive audience
– Competitive salary & increases (91.9%)
– Choice of shift (85 9%)
Choice of shift (85.9%)
– Good relationships with co‐workers (83.8%)
– G d l ti hi ith
Good relationship with manager (81.8%)
(81 8%)
– Flexible scheduling (78.8%)
Source: CKR Interactive Nursing Survey, 2008‐2009
9. How Passives Find Jobs
How Passives Find Jobs
• “Friends” most common among both passives
Friends most common among both passives
and actives
– Passives more likely to identify newspaper ads
Passives more likely to identify newspaper ads
– Actives more likely to identify recruiter, job fairs
and online job sites
and online job sites
However…
Source: CKR Interactive Nursing Survey, 2008‐2009
10. How Passives Find Jobs
How Passives Find Jobs
• When asked where they would go if they were
When asked where they would go if they were
job hunting:
– Passives selected “hospital website” most often
Passives selected hospital website most often
– Actives selected “Nursing Spectrum” and “local
newspaper” most often
newspaper most often
In reviewing responses by age, younger respondents (< 15 years experience) were
In reviewing responses by age younger respondents (< 15 years experience) were
most likely to select “hospital website” while older respondents (>15 years of
experience) were most likely to select “Nursing Spectrum.”
Source: CKR Interactive Nursing Survey, 2008‐2009
11. Sources Used by All RNs
Sources Used by All RNs
Nursing Spectrum
Newspaper
Advance
Hospital Web Site
Monster.com Importance of hospital website
continues to grow among all RNs.
HotJobs.com
HotJobs com
CareerBuilder.com
% 0 10 20 30 40 50 60 70
2009 2005 2003
Source: CKR Interactive Nursing Survey, 2003‐2009
12. • Qualitative annual survey
• Can segment audience by gender, HH income,
g yg , ,
age and occupation/industry
– RN Profile: working women 18+, health/medical
RN Profile: working women 18 , health/medical
services industry, HH income $50K+
• Provides snapshot of media exposure
Provides snapshot of media exposure
– Glimpse of how media fits into the daily lives of
our audience members
our audience members
13. Media Exposure: RN Profile
Media Exposure: RN Profile
Internet
Outdoor
Radio
Direct Mail
High Mileage
Television
Newspaper
% 0 10 20 30 40 50 60
Source: The Media Audit, 2006‐2007
14. Online Exposure: RN Profile
Online Exposure: RN Profile
The RN Audience, primarily the younger segment, uses the Internet
extensively, with search engine sites used most often, followed by general
extensively, with search engine sites used most often, followed by general
information sites like Weather.com, AOL and local media.
Google.com
G l
Yahoo.com
MSN.com
Weather.com
AOL.com
Herald.com
NBC6.net
Sun‐Sentine.com.
% 0 10 20 30 40 50 60 70 80
Source: The Media Audit, 2006‐2007
20. The Aging RN
The Aging RN
Average age of Florida RNs is 47.7.
20 to 30
31 to 40
41 to 50
51 to 60
61 and Older
% 0 5 10 15 20 25 30 35
Source: Florida Center for Nursing
21. The Aging RN
The Aging RN
A Regional Perspective
g p
Region Average Age – RN
South Florida 45.4
North Florida 46
Northwest Florida 46.6
Central Florida 48
Southeast Florida 48.2
Southwest Florida 49
Source: Florida Center for Nursing
22. RN Preferences by Years of Experience
RN Preferences by Years of Experience
Cannot Imagine Changing
Would Consider a Good Opportunity
Actively Seeking a New Job
% 0 10 20 30 40 50 60 70 80
> 20 > 15 ‐ < 20 >10 ‐ < 15 >5 ‐ < 10 >1 ‐ < 5
The younger segment is more open to job change.
Source: CKR Interactive Nursing Survey, 2008‐2009
23. RN Preferences by Years of Experience
RN Preferences by Years of Experience
Willingness to relocate, also influenced by age.
No
Yes
% 0 10 20 30 40 50 60 70 80
> 20 > 15 ‐ < 20 >10 ‐ < 15 >5 ‐ < 10 <5
Source: CKR Interactive Nursing Survey, 2008‐2009
24. The RN Recruitment Dilemma
The RN Recruitment Dilemma
Aging RN workforce
means most of our
audience is 40+ years of
age.
The older / more
experienced audience
segments are less likely to
t l lik l t
change jobs or relocate.
Source: CKR Interactive Nursing Survey, 2008‐2009
*No major fluctuations identified among respondents with less than 1 year of experience or with more than 15/less than 20.
25. What does this mean for
marketers?
MILLENNIALS
New Grads and Early Career
Will Relocate and Change Jobs
Nursing s Future
Nursing’s Future
One size
GENERATION X
does not
Mid Career
Mid C
fit all! Balancing Work / Family
A Smaller Cohort
BABY BOOMERS
Still Working
The Largest Cohort
The Largest Cohort
Less Likely to Relocate or Change Jobs
26. What can marketers do?
What can marketers do?
Build a comprehensive
program that reaches Understand
all audience segments! the
Audience
Modify Tailor Your
Based on
B d Message &
M &
Results Media
Track &
Monitor
28. Overall Lack of Awareness
Overall Lack of Awareness
• Respondents were asked about 50+ hospitals
Respondents were asked about 50+ hospitals
– Approximately 85% had no perception of South
Florida hospitals as employers
Florida hospitals as employers
• Top three facilities
– Jackson Memorial Hospital
Jackson Memorial Hospital
– Baptist Health
– Mi i Child ’ H it l
Miami Children’s Hospital
29. How 2 you get your message
do
across and make an impression?
• Talk about
– Your facility’s unique
Your facility s unique
attributes
– What’s relevant to the
What s relevant to the
target audience
• Be credible!
Be credible!
31. Case Study
Case Study
Even one of the most recognizable brands has
benefitted from segmenting its audiences and
benefitted from segmenting its a diences and
determining who they are for!
39. 1. Is your program geared to the three
generational cohorts?
generational cohorts?
2. Does it include components that
reach RNs as they live their lives?
reach RNs as they live their lives?
3. Do your messages reflect what’s
really important to today’s RNs?
ll i t t t t d ’ RN ?
4. Are you looking beyond healthcare
and recruitment for ideas and inspiration?
5. Are you tracking and monitoring results?