Case studies

Context
The health and social services sector is weighed down by a labor shortage that affects the morale of the workforce.
Nursing students are highly sought-after even at their entrance year in the program. The start of the school year in September is a favorable period though busy to attract and inform candidates on the job opportunities at the hospital. 

Strategy / Solution
Therefore a recruitment campaign that would translate into hires needed to be developed to attract this highly solicited target group.  
An open-house event was privileged to enable students to discover the Hospital’s work environment and have an open dialog with their peers.
Insight was gathered through workshops conducted with employees. This initiative aimed at identifying the personal interests of each target group, which would be leveraged in the development of an incisive message. This exercise not only mobilized all those involved, but served to identify natural ambassadors of the Hospital’s brand.

Facebook was quickly identified as the tool of choice. By bringing on board the brand ambassadors, the design and implementation of the campaign, the message and the tactics greatly won in efficiency. 

The campaign was held on campus and the ambassadors played a pivotal role.
Facebook became a landing page and communication platform. The ambassadors themselves developed the content, which made it all the more authentic and compelling to candidates.

Results
Open house attendance: approximately 185 visitors and 130 interviews. 50 hires and 70 candidates moving through the recruitment process.

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