Recruiting for Experienced RN Specialties Still Highly Competitive Despite the Economy; NAS Strategy Helps New Hampshire Hospital Reach, Hire Experienced NICU RNs

Share Article

The nation's nursing shortage has become especially acute among specialties. So when Catholic Medical Center (CMC) in Manchester, NH, needed to recruit NICU nurses for its growing women and children's and Neonatology services--known as "The Mom's Place" and Special Care Nursery--they expected it to be a challenge.

Even in this economic environment, there are many positions that are difficult to fill due to experience level or specialty

The nation's nursing shortage has become especially acute among specialties. So when Catholic Medical Center (CMC) in Manchester, NH, needed to recruit NICU nurses for its growing women and children's and Neonatology services--known as "The Mom's Place" and Special Care Nursery--they expected it to be a challenge.

By partnering with NAS Recruitment Communications, CMC was able to target the right audience segment to make their recruitment campaign a success.

"Even in this economic environment, there are many positions that are difficult to fill due to experience level or specialty," says Emily Hargrave, Senior Account Manager for NAS Boston. "The pediatric specialties are among them. Although universities with nursing programs are graduating more students, in many cases they have general but not specific training to offer. Our media strategy targeted and engaged experienced neonatal nurses in the region--especially those with an ICU background--and exposed them to the culture and work environment that make this opportunity 'worth going a little out of their way'. "

The strategy revolved around an Open House event held at the 330-bed, full-service health care facility in Manchester. Over 1,100 nurses responded to the targeted online and offline media--including print and banners in niche sites and publications, PPC strategies and e-mail blasts --with 398 continuing to the career site prior to the event to apply.

As for the Open House, it exceeded CMC's expectations, attracting over 125 qualified candidates and resulting in 16 hires to date.

"We feel that the success of the campaign largely had to do with our messaging and marketing to a very specific audience segment," says Hargrave, "We were able to maximize our client's recruitment dollar. And when our clients see results, we're just as happy as they are!"

To learn more about NAS' targeted recruitment solutions, please contact Boston Senior Account Manager Emily Hargrave at ehargrave(at)nasrecruitment(dot)com.

NAS Recruitment Communications, an agency of the 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.

# # #

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Helen Petersburg
Visit website