Advertising Showcase: CHI St. Vincent “Humankindness” Campaign
Each month, Strategic Health Care Marketing Advertising Showcase features challenges, tactics, and outcomes of a multimedia advertising campaign, offering strategic and creative insights from some of the nation’s leading hospitals, health systems, and health-related organizations.
Award-Winning Integrated Campaign Helps Address Staffing Shortages
Overview
Bonnie Ward, marketing director at CHI St. Vincent
CHI St. Vincent’s marketing team created a multichannel recruitment and retention strategy that engaged team members across the health system and recognized the organization’s dedication to compassionate care. The campaign theme, Humankindness, aligns with the mission and values of CHI St. Vincent, headquartered in Little Rock, Arkansas, and its parent organization, CommonSpirit Health.
“Recruitment has become even more difficult for systems around the country due to staff leaving the workforce and escalating competition for talent. It takes a multichannel approach to increase candidate traffic and the number of candidates hired,” says Bonnie Ward, marketing director at CHI St. Vincent.
CHI St. Vincent’s recruitment effort was developed internally. The campaign targeted both internal and external audiences and used a broad range of traditional and digital media.
Read on to discover best practices for supporting your organization’s recruitment and retention initiatives.