Suburban 2 18 10

Recruitment Advertising

Presentation to Suburban HospitalFebruary 18, 2010

Johns Hopkins MedicineDepartment of Marketing & Communications

Our Clients

• The Johns Hopkins Hospital • Nurse Recruitment• Career Services

• Johns Hopkins Bayview Medical Center• Nurse Recruitment• Career Services

• Howard County General Hospital – Nurse Recruitment• Johns Hopkins Home Care Group• Johns Hopkins Health Care• Johns Hopkins Community Physicians

• Nurse Recruitment, Medical Office Assistants, Physicians• The Johns Hopkins School of Medicine• Intrastaff

• Nurse Recruitment, Clinical Technicians, Allied Health• Clinical Trials

– Psychiatry, Neuroscience, Asthma & Allergy Center, OBGYN, Center for Viral Hepatitis

Services Provided

• Strategic Marketing Plans• Advertising

– Classified and display – Handle approx. 100 ad requests/month

• Media Research, Recommendations, Buying• Collateral Development• Online Media• Events

Strategic Focus• Recruitment/Retention

– Both drastically affect our bottom line– Provide quality applicants, not quantity

• Cost Savings– Consolidate costs and efforts of the individual Johns Hopkins Medicine

entities/contract negotiations; core funding– Continually streamline processes – online request/billing– Reduce cost-per-hire ratio for each entity

• Protecting Brand – Sustain a branded look, feel and message to individual and group JHM

recruitment initiatives• Diversity

– Support Diversity & Inclusion in all that we do (use our employees and represent diversity in our ads/collateral)

– Develop comprehensive plan for JHBMC to meet DoL contract requirements• Innovation

– Shift from Print to Online; Unique tactics such as SEM, Email Marketing, Web Banners, online job postings, virtual open houses

– Monitor and update our job web sites

Day-to-Day Recruitment Advertisement

• Our services:– Media

recommendations– Research– Design

• Online request form

Volume of Requests• Daily

– up to10 (multiple requests on one form)• Monthly

– July: 75 requests - Aug: 83 requests– Sept: 94 requests - Oct: 90 request (as of today)

Sample Ads

Johns Hopkins Bayview Medical Center

Johns Hopkins Bayview Medical Center

Spring Open House: April 30, 2008

• 1,633 Visits• 1,298 Unique Visitors• 323 visits from Online Tactics• 58 visits from Print Tactics• 5 visits from Personal Tactics

Open House Success

• 245 RSVP’s•114 Attendees•14 direct hires

Johns Hopkins Bayview Medical Center

Consolidating Efforts and Costs of JHM Entities

Group Johns Hopkins Medicine Initiatives

Clinical Trial Ads

• Our Services• Departments that use our services:

- Dept of Psychiatry- JHBMC Shape II Study- Dept of Neuroscience- Dept of Asthma & Allergy Center- Dept of OBGYN- JHU Center for Viral Hepatitis

What We Do Best

• Innovation to old approaches – applying strategies from other service lines and industries

• Bring all of the entities together in joint initiatives for brand effectiveness and cost savings

• Drive creativity into a business line that can easily become stagnant, in partnership with web team, design team, and outside vendors

Challenges/Barriers

• Limited Budgets – rely on clients for expenses – no budget for joint JHM employee recruitment initiatives– Developed comprehensive diversity employee recruitment marketing

plan and no action was taken due to lack of funds• Difficulty with entities in making group decisions – they still

“look out for #1”• Decentralized HR function/multiple entry points for

applicants – process outdated and cumbersome• Benefits and salaries vary from entity to entity• Tracking/Feedback

Looking Ahead to FY11

• Continued Brand Integration – with online focus (wah.org)• Social networking/Facebook /Twitter• Innovative, targeted online employee recruitment solutions• Tracking solutions