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Challenge:
HCR Manor Care is the one of the nation's leading providers of rehabilitation and post-acute care. NAS' goals were to streamline all aspects of the client's recruitment efforts by creating an image advertising campaign that would work for all of its facilities, coordinating its marketing and human resource messages, and providing it with instant access to its account information
Solution:
NAS started by creating an image advertising campaign that would be viable for all of HCR Manor Care's 550+ facilities across the U.S., from small rural communities to large, metropolitan cities. Basing the new campaign on the company's vision statement, we built a professional image on three simple words: People. Strength. Commitment. In addition to positioning HCR Manor Care as an employer of choice, this campaign provides immediate name recognition and stands apart from the competition.
Next, we offered HCR Manor Care a customized version of Recruiter's Virtual Office (RVO), a web-based product developed by NAS that provides HR Managers with instant 24/7 access to their account. An invaluable tool, it coordinates all of HCR Manor Care's recruiting activities and streamlines the entire process.
By selecting the RVO components it needs for a customized package, HCR Manor Care now has the ability to review its ad designs per business unit, place all media online, order Promotional Items, consolidate ads within a geographic area, and share ideas on media and ad effectiveness.
In addition to RVO, HCR Manor Care also began using an Applicant Tracking System, enabling it to better track and manage its job applicants. Each facility must now post its openings on the ATS (available through HCR Manor Care's website), providing a consistent, across-the-board way to easily monitor hiring statistics and evaluate the cost-effectiveness of media.
In 2005, RVO added a new component to its menu of services: Recruiter's Virtual Print Shop (RVPS). RVPS allows clients to easily order direct mailers and flyers online to advertise a vacancy or job fair, supporting their recruitment efforts.
HCR Manor Care's new image advertising campaign has included all of
the following media:
Recruitment Communications
- Internet Sites - CD-ROMs - Newspapers - Trade Publications
- Diversity/Workforce Publications - Online Placement
- Banners - Web-Based Services (E-cards, E-Flyers, E-Newsletters)
- Brochures - Direct Mail - Flyers/Posters
- Television - Radio - Promotional Items- Newsletters - Display Units
Marketing Communications
- Orientation Cards - Newsletters - Handbooks
- Direct Mail for Employees(Quarterly Employee Mailer)
- Employee Opinion Surveys — TQ Certificates
- HCR Manor Care University
Results:
HCR Manor Care has been extremely pleased with the success of its new image advertising campaign and the placement of ads through its RVO. These solutions have helped them stay within budget and maintain a consistent look across all business lines. By providing a consistent image throughout all facilities of the company, HCR Manor Care has seen an increase in desired applicants and hires. These increases help justify the overall cost of the advertising campaign to individual HR departments within the company. What's more, the use of the Applicant Tracking System has helped HCR Manor Care cut down the number of undesired applicants by filtering out less-serious or less-qualified candidates.
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