Niche Site Creates Positive Outcome for St. John West Shore Hospital -- Banners and Radio Prove to be Effective Support Options

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In urgent need of hiring experienced RNs, St. John West Shore Hospital (SJWS) in Cleveland, Ohio, turned to NAS Recruitment Communications to develop an exciting new branding campaign to launch in coordination with an open house to meet its recruitment needs.

In urgent need of hiring experienced RNs, St. John West Shore Hospital (SJWS) in Cleveland, Ohio, turned to NAS Recruitment Communications to develop an exciting new branding campaign to launch in coordination with an open house to meet its recruitment needs.

To attract the attention of practiced RNs, NAS created an employment brand for SJWS that used photos of employees in real-life scenarios of the daily work at the hospital. It also utilized a multi-pronged media advertising approach, which utilized online components. A rich-media corner-peel ad  where one corner of the Web page expands to cover the screen upon mouse-over  was created on the homepage of Cleveland.com, the area's local website. When job seekers clicked on the ad, they were directed to a splash page that displayed pertinent information about the open house and SJWS' Web address, where potential candidates could apply online if they were unable to attend. A banner was developed to run on a local news website called MomsLikeMe.com, targeting the targeted female demographic. In addition, NAS created a succinct ten-second radio commercial that aired two weeks prior to the open house event.

NAS successfully measured activity from the corner-peel ad on Cleveland.com, based on the number of click-throughs. Results showed that the ad produced high-volume traffic and was a crucial component to the strong campaign. Sixty-five RNs attended the event and 21 interviews were scheduled. SJWS has already hired six RNs from the open house and continue to interview.

According to Jeanne Gregg, Employment Coordinator for SJWS, the event "…was terrific! We had a huge turnout and lots of fun! NAS was a valuable partner in the process."

NAS can evaluate niche websites for other clients and make recommendations regarding job postings, banner advertisements, videos and other online options that are available. Please contact your NAS Account Manager at 216-478-0300, or Natalie Corsaro, Vice President, Great Lakes Region, at 216-468-8270, for online and alternative media solutions to fulfill your recruitment and hiring needs.

NAS Recruitment Communications, an agency of McCann Worldgroup, delivers best-of-class HR strategy solutions for online and offline candidate engagement and specialized expertise in career websites, onboarding, employee communication and HR metrics. Creating Demand. Delivering Talent.

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Helen Petersburg

Natalie Corsaro
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