Banner Health
Challenge
Banner Health, with twenty-one facilities in seven states, is one of the largest nonprofit health care systems in the country. The challenge they faced was that their consumer brand strategy and recruitment campaigns were disparate and did not effectively portray Banner as the top health care facility and employer that they are. They also wanted the flexibility to promote the various hospital locations.
In order to align these two incongruent brands, Banner decided to partner with both a consumer ad agency and a recruitment ad agency. TMP Worldwide joined forces with O'Brien Advertising, a Denver-based consumer advertising and marketing firm. Using their combined expertise, TMP Worldwide and O'Brien streamlined Banner Health's consumer and recruitment business.
Solution
Working closely with Banner Health's HR leadership, the TMP Worldwide creative team developed a campaign true to the illustrative look and feel of O'Brien's consumer brand, with new graphics and copy tailored specifically for recruitment marketing. To accomplish this, TMP Worldwide conducted research meetings with staffing professionals and employees from nearly every Banner Health facility. From Arizona to Alaska, onsite visits revealed the unique selling points of each hospital, which helped the creative team craft a key central message.
The result was a campaign that focused on "options," and allowed individual facilities to shine by including their own special attributes as part of the message. Banner Health was positioned as a health care system where people move in new directions without the need to change employers.
Tactics
As the new creative evolved, so did the media strategy. The once print-dominated recruitment efforts were updated to include a diverse mix of online programs and career sites, as well as traditional newspaper and trade journal selections chosen for strong editorial content. The media plan also included a rotation of combined system and regional ads, and TMP Worldwide media planners scheduled run dates designated for specific hospitals.
From college recruitment brochures to trade show booths, the integrated recruitment campaign was quickly noticed by candidates and health care competitors alike for its brightly colored illustrations, succinct messaging and consistency with consumer marketing efforts. This gave the powerful sense that Banner Health was everywhere, and generated improved applicant flow to the employment website.
Results
TMP Worldwide and Banner Health launched the new recruitment creative campaign in July 2005. From July through December of that year, Banner Health received 4,879 applications for their designated "hard-to-fill" positions in nursing, pharmacy, rehab and imaging. These qualified applications exceeded their 2005 hiring by 63%. Their tracking data showed the highest number of applications submitted to date, and their use of major job boards showed that more than 90% of job seekers had completed online applications. As of May 2006, Banner Health had received a total of 4,909 applications for their hard- to-fill positions, 1,077 more than 2005.