Lourdes Health System
– Recruitment Campaign
The Challenge
One of the leading healthcare providers in Southern New Jersey, Lourdes Health System tasked Mary Pomerantz Advertising (MPA) with spearheading its employee recruitment efforts to support its ongoing growth. They were looking for a creative and exciting new recruitment marketing campaign to reach new potential applicants.
The Approach
The team at Mary Pomerantz Advertising created a recruitment marketing campaign that focused on the employee experience at Lourdes Health System to evoke an emotional connection with prospective applicants. The goal was to highlight the benefits of working at Lourdes so that applicants would see the value of being a Lourdes employee, beyond just the yearly salary.
The Solution
MPA created the “Employee Stories” campaign around actual employees of Lourdes Health System. This included the creation of a new tagline “Write Your Story at Lourdes,” professional photography of Lourdes staff members, and the production of engaging copy based on personal employee experiences. This recruitment marketing campaign also incorporated email marketing, newsletters, direct mail and well-placed recruitment advertising. Overall, the campaign demonstrated Lourdes’ dedication to embracing teamwork and diversity, while also promoting its established culture of excellence.
The Results
The recruitment marketing campaign showed that Lourdes Health System is a company that cares about its employees and allows them to express their individuality. It promoted them as a positive place to work and grow as a professional. It also showed an organizational commitment to create optimal work/life balance for employees.
Because of the campaign’s immense success in drawing highly qualified applicants seeking careers at Lourdes Health System, MPA has since overseen many of the organization’s advertising needs.
