Today’s Elusive RNU i R h t Id tif Eff ti R it tUsing Research to Identify Effective Recruitment 

Marketing Strategies

South Florida Association of Healthcare Recruiters

A t 12 2009August 12, 2009

IntroductionIntroduction

• CKR Interactive – a recruitment marketingCKR 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 B t i AE/E i M di S i li t– Melyssa Bernstein, AE/Emerging Media Specialist

– Kendra Van Nostran, Account Planner

The CKR Interactive Healthcare Research Initiative

RN Diaries & Focus Groups

Surveys(7 Markets)

Media Studies & Secondary Research

Comprehensive Body of Knowledge

What We’ve LearnedWhat We ve Learned

• Demographics and migrationg p g• Job change• Commuting preferences• Sign‐on bonuses• Open houses• What’s important• Media useH d d• Hopes and dreams

• Employer perceptionsI felt that this was the place always on the cuttingI felt that this was the place…always on the cuttingedge. The building is old, but the learning that goeson…I couldn’t wait to work there.

Three key influencers…y

1. The passive audience

2. The demographic cohorts

3. Awareness of employer options

THE PASSIVE AUDIENCEFinding #1

THE PASSIVE AUDIENCE

Open to Change, But Not LookingOpen to Change, But Not LookingNot presently employed

Actively seeking a new job employed

6%new job10%

Cannot imagine changing jobs in near future

34%Not Actively seeking, but 

would considerwould consider50%

The passive audience is our primary target.

Source: CKR Interactive Nursing Survey, 2008‐2009

What’s important?What s important?

• Attributes most valued by the passive audienceAttributes 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 (81 8%)– Good relationship with manager (81.8%)

– Flexible scheduling (78.8%)

Source: CKR Interactive Nursing Survey, 2008‐2009

How Passives Find JobsHow Passives Find Jobs

• “Friends” most common among both passivesFriends  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 sitesand online job sites

However…

Source: CKR Interactive Nursing Survey, 2008‐2009

How Passives Find JobsHow Passives Find Jobs

• When asked where they would go if they wereWhen asked where they would go if they werejob hunting:– Passives selected “hospital website” most often– Passives selected  hospital website  most often

– Actives selected “Nursing Spectrum” and “local newspaper” most oftennewspaper  most often

In reviewing responses by age younger respondents (< 15 years experience) wereIn 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

Sources Used by All RNs

Nursing Spectrum

Sources Used by All RNs

Newspaper

Hospital Web Site

Advance

HotJobs com

Monster.com Importance of hospital website continues to grow among all RNs.

CareerBuilder.com

HotJobs.com

0 10 20 30 40 50 60 70

2009 2005 2003Source: CKR Interactive Nursing Survey, 2003‐2009

%

• Qualitative annual survey

• Can segment audience by gender, HH income, g y g , ,age and occupation/industry– RN Profile: working women 18+, health/medicalRN Profile: working women 18 , health/medical services industry, HH income $50K+

• Provides snapshot of media exposureProvides snapshot of media exposure– Glimpse of how media fits into the daily lives of our audience membersour audience members

Media Exposure: RN ProfileMedia Exposure: RN Profile

Outdoor

Internet

Direct Mail

Radio

Television

High Mileage

0 10 20 30 40 50 60

Newspaper

%

Source: The Media Audit, 2006‐2007

Online Exposure: RN ProfileOnline Exposure: RN ProfileThe RN Audience, primarily the younger segment, uses the Internet 

extensively, with search engine sites used most often, followed by generalextensively, with search engine sites used most often, followed by general information sites like Weather.com, AOL and local media.

G l

MSN.com

Yahoo.com

Google.com

Herald.com

AOL.com

Weather.com

0 10 20 30 40 50 60 70 80

Sun‐Sentine.com.

NBC6.net

%

Source: The Media Audit, 2006‐2007

How can you connect with them?How can you connect with them?

Reach them as they live their lives…

CommutingCommuting

OnlineOnline

At HomeAt Home

Print is still relevant to this audiencePrint is still relevant to this audience.

THE DEMOGRAPHIC COHORTSFinding #2

THE DEMOGRAPHIC COHORTS

The Aging RNThe Aging RNAverage age of Florida RNs is 47.7.

31 to 40

20 to 30

41 to 50

61 and Older

51 to 60

0 5 10 15 20 25 30 35%

Source: Florida Center for Nursing

The Aging RNThe Aging RN

A Regional PerspectiveRegion Average Age – RN

South Florida 45.4

g p

North Florida 46

Northwest Florida 46.6

Central Florida 48

Southeast Florida 48.2

Southwest Florida 49

Source: Florida Center for Nursing

RN Preferences by Years of ExperienceRN Preferences by Years of Experience

Cannot Imagine Changing

Would Consider a Good Opportunity

0 10 20 30 40 50 60 70 80

Actively Seeking a New Job

% 0 10 20 30 40 50 60 70 80

> 20 > 15 ‐ < 20 >10 ‐ < 15 >5 ‐ < 10 >1 ‐ < 5

%

Source: CKR Interactive Nursing Survey, 2008‐2009

The younger segment is more open to job change.

RN Preferences by Years of ExperienceRN Preferences by Years of ExperienceWillingness 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

The RN Recruitment DilemmaThe RN Recruitment Dilemma 

Aging RN workforce means most of our audience is 40+ years of age.

The older / more experienced audience 

t l lik l tsegments are less likely to 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.

What does this mean for marketers?

MILLENNIALS

New Grads and Early Career

Will Relocate and Change Jobs

Nursing’s FutureNursing s Future

GENERATION X

Mid C

One size 

does not Mid Career

Balancing Work / Family

A Smaller Cohortfit all!

BABY BOOMERS

Still Working

The Largest CohortThe Largest Cohort

Less Likely to Relocate or Change Jobs

What can marketers do?What can marketers do?Build a comprehensive

Understand the 

Audience

program that reachesall audience segments!

Tailor Your M &

Modify B d Message & 

MediaBased on Results

Track & Monitor

AWARENESS OF OPTIONSFinding #3

AWARENESS OF OPTIONS

Overall Lack of AwarenessOverall Lack of Awareness

• Respondents were asked about 50+ hospitalsRespondents were asked about 50+ hospitals– Approximately 85% had no perception of South Florida hospitals as employersFlorida hospitals as employers

• Top three facilitiesJackson Memorial Hospital– Jackson Memorial Hospital

– Baptist Health

Mi i Child ’ H it l– Miami Children’s Hospital

2How do you get your message2How do you get your messageacross and make an impression?

• Talk about– Your facility’s uniqueYour facility s unique attributes

– What’s relevant to theWhat s relevant to the target audience

• Be credible!Be credible!

Segmentation is KeySegmentation is Key

Who are you for?

Case StudyCase Study

Even one of the most recognizable brands has benefitted from segmenting its a diences andbenefitted from segmenting its audiences and 

determining who they are for!

5 QUESTIONS TO ASKWhat can you do today?

5 QUESTIONS TO ASK

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             ll i t t t t d ’ RN ?really important to today’s RNs?

4. Are you looking beyond healthcare            and recruitment for ideas and inspiration?

5. Are you tracking and monitoring results?

Thank You!Thank You! Questions?

TitleTitle

• NotesNotes