Results That Speak For Themselves

Prior to teaming with Fusion Marketing Group, RN Recruitment Open Houses at MWHC weren’t generating enough interest and response among the top nursing candidates. Even increasing the advertising budget didn’t generate adequate response to fill the nursing needs at this growing health system. 

• Fusion’s unique approach to healthcare open house events has enabled Mary Washington Healthcare in Fredericksburg, VA to increase candidate pre-registrations for their career events by 50% while decreasing the paid advertising budget by 27%. 
• 55 RNs attended the event, 25% of attendees were offered jobs on the day of the event.
• In all, 105 applications were received and 25 RNs were hired from the event – nearly 50% of attendees.
• Increasing results, not spend, that’s what Fusion’s all about. 

An Evidence-based Marketing Approach

Fusion’s Advanced Analytics and 2013 Nursing Survey provided insight for the solution:

• 56 percent of RNs are interested in going to a hospital’s career open house – it’s a way to short cut the application process and get immediate feedback on your chances of getting hired.
• Most RNs check out the career website for employers they are interested in working for to look at the most recent open positions.
• In fact, 65 percent of applicants look for healthcare jobs directly, which means either coming to the hospital’s website or searching for the company name in search engines.

Marketing the Event & Streamlining the Process

The Process

Fusion designed a marketing plan to attract the right candidates and an efficient process for the recruitment team to meet with experienced RNs who had already completed the application process - so by the time candidates arrived at the Open House, they were ready to be interviewed.

• RNs were asked to register for the Open House by filling out a form on the event website.  After the candidates registered, an email was automatically generated with a link to the application. 
• The candidate was then encouraged to apply before coming to the event to save time and get fast-tracked to an interview with the hiring manager. 
• A reminder email was sent four days prior to the Open House, once again encouraging anyone who hadn’t yet applied to do so before they arrived.
• This approach improved the candidate experience, fast tracking them to the right recruiter for their discipline and experience level. 
• It also reduced the costs and time required for recruiters to help people apply during the event.

The Marketing Program

The open house messaging focused on the specifics of the jobs available and the opportunity to attend the open house and meet with hiring managers who could make offers on the spot. Fusion used Mary Washington’s career website home page to drive interested candidates to a special event microsite  where they could RSVP, get a confirmation email and search jobs and apply online.  

These marketing tactics all drove significant RSVPs and equally important, required no paid media spend!

• Banner ad callout on the career website
• Emails to the existing database of experienced RN candidates that had shown interest previously and to Associates of Mary Washington who were encouraged to invite friends
• Retargeting banner ad campaign targeting previous visitors to the MWHC ATS who had viewed Nursing Jobs, but had not completed an application
• Reminder email a few days prior to the event
• Updates on the corporate Mary Washington Facebook page
• Fusion recommended MWHC add a job for the Open House in Mary Washington’s applicant tracking system (ATS). That way, the job was scraped to vertical job search engines such as Indeed and SimplyHired. It also went from there to aggregated job boards. 
• After the Open House, a follow-up email was sent to all qualified candidates who were not able to attend the event.

Paid media spend was decreased by 27% and included targeted media channels:

• Google PPC campaigns
• Facebook banner campaigns
• Direct mail to surrounding area