St John of God Hospital Subiaco
project name

St John of God Hospital Subiaco

description
  • Client:

    St John of God Hospital Subiaco

The brief

Industry forecasts indicated WA would suffer a significant shortage of health professionals, especially in clinical positions. Proactively the St John of God Hospital Subiaco Executive endorsed the creation of a workforce brand. The White Room was engaged to develop a workforce brand that would differentiate the Hospital in the health care sector and reflected the Employee Value Proposition (EVP).

Our thinking

After gaining an understanding of what it meant to the current Caregivers to work at the Hospital, we were able to develop a brand was not based on a new culture but the very culture that existed at the Hospital. A culture of commitment to patient care, its caregivers and the Hospital’s many Social Outreach activities. With our caregivers such strong advocates of the hospital’s workforce band we developed a Facebook page to underpin the entire campaign.
The page contained videos from caregivers, a positions available tab, hosted presentations, competitions and most importantly a wall with engaging posts/comments from caregivers, questions from potential candidates and special guest ‘posters’.
Driving traffic to the page was a small television campaign, engaging outdoor campaign, press and Facebook Ads. Following the launch we worked closely with the Hospital’s workforce team to continually evaluate the workforce brand and identify opportunities and threats to the retention of current caregivers and attracting the best talent to the Hospital.

The outcome

The workforce brand was enthusiastically received by the current caregivers who were instrumental in bringing the Facebook page to life to show proactive caregivers what it meant to work at the Hospital. The Facebook campaign exceeded its first targets and developed a tone that was readily identifiable and unmistakeably SJOG Subiaco. The Recruitment Facebook page reached #65 worldwide in the healthcare category. Applications for positions advertised increased but more importantly people recognised through the workforce brand whether the Hospital was the right fit for them. As one of our first campaigns we are extremely proud of the thinking, the work produced and more importantly the results achieved.