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Challenge:
Like many healthcare facilities, Drake Center, a regional leader in rehabilitation services, was facing stiff competition in the recruitment of a limited pool of healthcare professionals, including Physical Therapists, Occupational Therapists, and Nurses. The challenge faced by NAS was to distinguish Drake as an employer of choice by focusing on its leading-edge technology, innovative treatment, and superior compensation and benefits. To accomplish this goal, NAS needed to create an employment brand that would position Drake Center head and shoulders above the competition and drive candidates to an upcoming Career Fair.
Solution:
Beginning with our proprietary Demand Chain-an extensive discovery process that allows us to customize deliverables-NAS made a significant commitment to understanding Drake Center's situation. The resulting newspaper, direct mail, and radio campaign was driven by the creative headline theme: A World-Class Facility. A First Class Career. The copy detailed the many employer attributes that Drake Center offers healthcare professionals and invited prospects to attend a Career Open House at the Center.
Results:
The campaign was a definitive success. "Part was the quality candidates that attended the Open House," said Jack Talbot, Drake Center's Director of Human Resources. "These were people we targeted and hoped to attract. NAS was very effective in doing this!"
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