EvergreenHealth’s Journey to a Comprehensive Employment Brand and Talent Marketing Strategy

EvergreenHealth, a leading healthcare provider in the Pacific Northwest, faced significant challenges in attracting and retaining top-tier talent. Like other healthcare organizations, EvergreenHealth’s human resources team was working to find creative and effective solutions to source and attract top talent. Recruiters struggled to keep up with open job roles due to both sourcing challenges and high organizational turnover.

Image

The competitive landscape of the healthcare industry demanded innovative strategies to differentiate themselves as an employer of choice and, as a public healthcare system, the client could not always compete for talent through higher salaries and expansive employee benefits offerings.

The company was grappling with several key issues:

• Talent attraction and retention: Despite being a reputable healthcare organization, the client struggled to attract high-caliber professionals due to outdated marketing tactics and limited employer branding.
• Employee engagement: The existing internal communication channels were ineffective, resulting in low employee engagement and morale.
• Diverse workforce needs: With an expanding range of services, the company required a diverse workforce but found it challenging to reach underrepresented groups.

Understanding the critical need for a comprehensive solution, the company’s chief human resources officer (CHRO) turned to Protiviti for expertise in developing an updated employment brand and value proposition as well as a robust talent marketing strategy.

Building a strategic plan

We began by implementing a multi-faceted approach that involved extensive research, strategic planning, and digital technology. We conducted two design thinking workshops to help develop the foundation of what would become a comprehensive employment brand and talent marketing strategy as well as a 12-month talent marketing plan that included quarterly events, storytelling and modest budgets in support of these new initiatives:

• Comprehensive market analysis. We conducted a thorough market analysis, comparing EvergreenHealth’s current position against competitors in the healthcare sector. Then, using advanced analytics tools, we identified key demographics and psychographics of potential employees who would be most attracted to the company’s values and culture.
• Employer branding revamp. A comprehensive audit of the existing employer brand was completed, which included a review of all policies, processes and documentation across the talent planning spectrum, an evaluation of employer reputation sites and interviews with key stakeholders in HR and Marketing. This led to the redesign of brand materials including a career website overhaul. This ensured alignment with digital trends that would appeal directly to target candidates. In addition, compelling employee value propositions (EVPs) were created to emphasize the unique benefits offered by working at the company. This helped position EvergreenHealth within the job market, enhancing the company’s overall attractiveness among prospective hires.
• Innovative recruitment campaigns. Digital marketing and programmatic advertising played important roles in reaching a wider audience while optimizing cost-per-hire metrics. This helped the client significantly reduce recruitment expenses. Engaging content, including employee testimonial videos showcasing real-life experiences, adding authenticity-boosting credibility. Application rates increased substantially over 18 months.

Generating results

The development of a talent marketing strategy for EvergreenHealth has led to significant improvements in the organization's recruitment process. By aligning the company brand with the expectations and preferences of prospective employees, there has been a marked decrease in both time-to-fill and cost-per-hire metrics. This refined approach to talent acquisition means that candidates are more likely to self-select into the process, ensuring a better fit for the company culture and role requirements. The result is not only a faster hiring cycle but also a reduction in resources expended on processing unqualified applicants.

Specifically, the company maintained strong patient safety/quality and high safety survey scores (84 out of 100 compared to a benchmark of 78) and maintained strong organizational culture and high employee engagement scores (79 out of 100 compared to a benchmark of 73).

By identifying and leveraging the most effective channels for recruiting target candidates around the clock, Protiviti has helped this client maintain a continuous flow of qualified candidates. This strategic talent pipeline enhancement is tailored to effectively meet the business's operational demands. In an increasingly competitive labor market, such advancements have positioned the client to overcome succession challenges while retaining top-tier talent — critical factors that support the organization's ability to achieve its operational targets amid economic fluctuations and anticipated increases in labor costs.