“An extensive campaign to recruit from an almost dry well!”
On behalf of the St. Antonius Ziekenhuis , Adver-Online developed a recruitment campaign to hire specialist nurses for the hospital’s sites in Nieuwegein, Utrecht and Woerden.
About St. Antonius Ziekenhuis
The St. Antonius Ziekenhuis is a modern, leading clinical hospital that strives to provide the best medical and nursing care and service. It offers an extensive range of specialist care at its various sites. The hospital also boasts well-trained and motivated specialists and nurses.
On 1 January 2016, the St. Antonius Ziekenhuis in Utrecht and Nieuwegein and the Zuwe Hofpoort Ziekenhuis in Woerden merged. This merger brought with it new possibilities, including an expansion of the specialist nursing pool; a task that’s easier said than done, as hospitals throughout the country experience a chronic shortage of this important workforce. This recruitment project needed a strategic approach.
Target group analysis
For scarce target groups, it is important to identify what motivates them. A target group analysis was carried out in order to distil this information. Key conclusions from the research were:
In the Netherlands, 29,000 nurses fit the role profile. 12% of these are located in Noord-Holland, 9% in Utrecht, 19% in Zuid-Holland and 16% in Noord-Brabant.
Interests are: fitness, series, online shopping, WhatsApp and music festivals.
Hospital staff need to be able to get to the hospital within 30 minutes. In addition, there is little willingness to travel due to shift work.
The valuable information gleaned from the target group analysis was used to form the strategy. The foundation of which was to create visibility and awareness among a group that is not actively seeking a new job, with a message that encourages engagement. Seen that this message needed to become the face of the organisation, the hospital’s inherent strengths were drawn on. Examples were the immediate availability of permanent contracts, the Sterk in je Werk career portal, continuous improvement through means of a lean methodology and the top employer award granted in 2015 and 2016. On top of this, the key to success with this target group is to give them the right stimulus at the right time. By taking holiday periods and shift work into account, visibility is optimised on the one hand, and the budget on the other.
A campaign’s efficacy is the result of a combination of different channels and the interplay between the effects thereof. One method alone is often not the solution, but using a mix often results in success. Based on the above information, Instagram, Facebook, Indeed and mobile recruitment were the chosen channels. Via these channels, the target group is warmly received on a personalised St. Antonius Ziekenhuis landing page. This experience spurs people to go on to apply.