Today’s Elusive RN
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Using Research to Identify Effective Recruitment Marketing Strategies (CKR Interactive presentation for the South Florida Association of Healthcare Recruiters)
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Today’s Elusive RN
- 1. Today’s Elusive RN Using Research to Identify Effective Recruitment Ui R h t Id tif Eff ti R it t Marketing Strategies South Florida Association of Healthcare Recruiters August 12, 2009 A t 12 2009
- 2. Introduction • CKR Interactive – a recruitment marketing CKR Interactive a recruitment marketing agency with healthcare expertise – Clients include UHealth Moffitt Cancer Center Clients include UHealth, Moffitt Cancer Center, Lakeland Regional, HCA and Banner Health. • Your presenters Your presenters – Georgia Dardick, Managing Director –M l Melyssa Bernstein, AE/Emerging Media Specialist B t i AE/E i M di S i li t – Kendra Van Nostran, Account Planner
- 3. The CKR Interactive Healthcare Research Initiative RN Surveys Diaries & (7 Markets) Focus Groups Media Studies & Secondary Research Comprehensive Body of Knowledge
- 4. What We ve Learned What We’ve Learned • Demographics and migration g p g • Job change • Commuting preferences • Sign‐on bonuses • Open houses • What’s important • Media use • Hopes and dreams H dd • Employer perceptions I felt that this was the place always on the cutting place…always edge. The building is old, but the learning that goes on…I couldn’t wait to work there.
- 5. Three key influencers… y 1. The passive audience 2. The demographic cohorts 3. Awareness of employer options
- 7. Open to Change, But Not Looking Open to Change, But Not Looking Actively seeking a Not presently new job new job employed 10% 6% Cannot imagine changing jobs in Not Actively near future seeking, but 34% would consider would consider 50% The passive audience is our primary target. Source: CKR Interactive Nursing Survey, 2008‐2009
- 8. What s important? What’s important? • Attributes most valued by the passive audience Attributes most valued by the passive audience – Competitive salary & increases (91.9%) – Choice of shift (85 9%) Choice of shift (85.9%) – Good relationships with co‐workers (83.8%) – G d l ti hi ith Good relationship with manager (81.8%) (81 8%) – Flexible scheduling (78.8%) Source: CKR Interactive Nursing Survey, 2008‐2009
- 9. How Passives Find Jobs How Passives Find Jobs • “Friends” most common among both passives Friends most common among both passives and actives – Passives more likely to identify newspaper ads Passives more likely to identify newspaper ads – Actives more likely to identify recruiter, job fairs and online job sites and online job sites However… Source: CKR Interactive Nursing Survey, 2008‐2009
- 10. How Passives Find Jobs How Passives Find Jobs • When asked where they would go if they were When asked where they would go if they were job hunting: – Passives selected “hospital website” most often Passives selected hospital website most often – Actives selected “Nursing Spectrum” and “local newspaper” most often newspaper most often In reviewing responses by age, younger respondents (< 15 years experience) were In reviewing responses by age younger respondents (< 15 years experience) were most likely to select “hospital website” while older respondents (>15 years of experience) were most likely to select “Nursing Spectrum.” Source: CKR Interactive Nursing Survey, 2008‐2009
- 11. Sources Used by All RNs Sources Used by All RNs Nursing Spectrum Newspaper Advance Hospital Web Site Monster.com Importance of hospital website continues to grow among all RNs. HotJobs.com HotJobs com CareerBuilder.com % 0 10 20 30 40 50 60 70 2009 2005 2003 Source: CKR Interactive Nursing Survey, 2003‐2009
- 12. • Qualitative annual survey • Can segment audience by gender, HH income, g yg , , age and occupation/industry – RN Profile: working women 18+, health/medical RN Profile: working women 18 , health/medical services industry, HH income $50K+ • Provides snapshot of media exposure Provides snapshot of media exposure – Glimpse of how media fits into the daily lives of our audience members our audience members
- 13. Media Exposure: RN Profile Media Exposure: RN Profile Internet Outdoor Radio Direct Mail High Mileage Television Newspaper % 0 10 20 30 40 50 60 Source: The Media Audit, 2006‐2007
- 14. Online Exposure: RN Profile Online Exposure: RN Profile The RN Audience, primarily the younger segment, uses the Internet extensively, with search engine sites used most often, followed by general extensively, with search engine sites used most often, followed by general information sites like Weather.com, AOL and local media. Google.com G l Yahoo.com MSN.com Weather.com AOL.com Herald.com NBC6.net Sun‐Sentine.com. % 0 10 20 30 40 50 60 70 80 Source: The Media Audit, 2006‐2007
- 15. How can you connect with them? How can you connect with them? Reach them as they live their lives…
- 16. Commuting
- 17. Online
- 18. At Home At Home Print is still relevant to this audience. Print is still relevant to this audience
- 20. The Aging RN The Aging RN Average age of Florida RNs is 47.7. 20 to 30 31 to 40 41 to 50 51 to 60 61 and Older % 0 5 10 15 20 25 30 35 Source: Florida Center for Nursing
- 21. The Aging RN The Aging RN A Regional Perspective g p Region Average Age – RN South Florida 45.4 North Florida 46 Northwest Florida 46.6 Central Florida 48 Southeast Florida 48.2 Southwest Florida 49 Source: Florida Center for Nursing
- 22. RN Preferences by Years of Experience RN Preferences by Years of Experience Cannot Imagine Changing Would Consider a Good Opportunity Actively Seeking a New Job % 0 10 20 30 40 50 60 70 80 > 20 > 15 ‐ < 20 >10 ‐ < 15 >5 ‐ < 10 >1 ‐ < 5 The younger segment is more open to job change. Source: CKR Interactive Nursing Survey, 2008‐2009
- 23. RN Preferences by Years of Experience RN Preferences by Years of Experience Willingness to relocate, also influenced by age. No Yes % 0 10 20 30 40 50 60 70 80 > 20 > 15 ‐ < 20 >10 ‐ < 15 >5 ‐ < 10 <5 Source: CKR Interactive Nursing Survey, 2008‐2009
- 24. The RN Recruitment Dilemma The RN Recruitment Dilemma Aging RN workforce means most of our audience is 40+ years of age. The older / more experienced audience segments are less likely to t l lik l t change jobs or relocate. Source: CKR Interactive Nursing Survey, 2008‐2009 *No major fluctuations identified among respondents with less than 1 year of experience or with more than 15/less than 20.
- 25. What does this mean for marketers? MILLENNIALS New Grads and Early Career Will Relocate and Change Jobs Nursing s Future Nursing’s Future One size GENERATION X does not Mid Career Mid C fit all! Balancing Work / Family A Smaller Cohort BABY BOOMERS Still Working The Largest Cohort The Largest Cohort Less Likely to Relocate or Change Jobs
- 26. What can marketers do? What can marketers do? Build a comprehensive program that reaches Understand all audience segments! the Audience Modify Tailor Your Based on B d Message & M & Results Media Track & Monitor
- 28. Overall Lack of Awareness Overall Lack of Awareness • Respondents were asked about 50+ hospitals Respondents were asked about 50+ hospitals – Approximately 85% had no perception of South Florida hospitals as employers Florida hospitals as employers • Top three facilities – Jackson Memorial Hospital Jackson Memorial Hospital – Baptist Health – Mi i Child ’ H it l Miami Children’s Hospital
- 29. How 2 you get your message do across and make an impression? • Talk about – Your facility’s unique Your facility s unique attributes – What’s relevant to the What s relevant to the target audience • Be credible! Be credible!
- 30. Segmentation is Key Segmentation is Key Who are you for?
- 31. Case Study Case Study Even one of the most recognizable brands has benefitted from segmenting its audiences and benefitted from segmenting its a diences and determining who they are for!
- 39. 1. Is your program geared to the three generational cohorts? generational cohorts? 2. Does it include components that reach RNs as they live their lives? reach RNs as they live their lives? 3. Do your messages reflect what’s really important to today’s RNs? ll i t t t t d ’ RN ? 4. Are you looking beyond healthcare and recruitment for ideas and inspiration? 5. Are you tracking and monitoring results?
- 41. Title • Notes