MeritCare Recruitment Campaign

MeritCare Hospital was consistently faced with more than 400 job openings. The most urgent need was to fill the openings for nurses. We developed a multi-media campaign to help fill the jobs titled, “It’s my life’s work, make it yours.” The campaign promoted nursing as a life-fulfilling profession and promoted MeritCare as a great place to further a career in health care. Ads ran in Fargo, Grand Forks, Sioux Falls and surrounding towns with the short-term goal of luring current nurses and the long-term goal of inspiring young people to consider health care as a career path when making a career choice.

Deliverables

• Television, radio, newspaper and billboard ad campaign
• Brochure for inquiries
• Strategically placed media buys to drive traffic to MeritCare’s Web site

Results

Within three months, MeritCare hired 148 nurses. Within six months, there were only 20 nursing openings available. In previous years, their openings for nurses never dipped below 100.
Prior to the campaign, the total number of MeritCare job openings had never dipped below 400. After the campaign, there were only 160 remaining openings.