LAKE REGIONAL HEALTH SYSTEM
RECRUITING NURSES TO THE LAKE
Attracting top talent is never easy. In a small market and an industry that is shifting toward traveling workers, it gets even trickier. Oh, and then there was a pandemic that initially anointed nurses as heroes before many were laid off due to fewer elective procedures.
Flash forward to the summer of 2022. Lake Regional Health System weathered the brunt of the pandemic without issuing layoffs. But with increased demand and natural turnover, it was time to add to the staff.
SELLING THE REGION AS PART OF THE JOB
The truth is: nurses can write their own ticket. So, if you can work anywhere, why not The Lake?
From that insight, the campaign became a pitch to work somewhere you’ll enjoy when you’re not at work.
CASTING A WIDE NET
Lake Regional employs 1,500 people within a total population of 181,000. So attracting applicants also meant luring transplants. Geo-targeting focused on nurses allowed us to reach the right audience in new places. Candidates from Chicago, Des Moines, St. Louis, Omaha and others were all introduced to the lake life.
The objective of hiring nurses for the summer was achieved. But how else can we gauge success?
We made over 1 million impressions and drove interest in Lake Regional among new audiences. For future recruiting campaigns, we gathered a wealth of information on where to meet potential candidates.