A leading healthcare employer called on L7 Creative to transform their recruitment strategy and build a powerful employer brand.
With a growing demand for qualified nurses, and the surrounding area being unable to produce enough qualified candidates, Eisenhower Health’s goal was to evolve their recruiting tactics to give them a hiring edge over other healthcare systems when it came to the top nursing prospects.
L7 Creative deployed digital marketing strategies targeting tech-savvy nurses to produce a consistent stream of high-quality job candidates. Using proprietary analytics and marketing tools, we leveraged real-time data to refine, optimize and improve Eisenhower’s lead generation performance.
We created a customized technology platform that delivers thought-leadership content, SEO-rich editorial and the “#LiveWorkPlayProsper” campaign, and support it with digital strategy, media planning and brand strategy.
The Campaign, Live, Work, Play Prosper.
The #LiveWorkPlayProsper campaign is strategic on many levels:
- The messaging clearly communicates wide-ranging benefits of working for Eisenhower Health.
- It was designed in an easy-to-share hashtag format.
- Its modularity makes it portable across all media and tactics.
Working with the Eisenhower team, we crafted a concept that illustrates an employee journey that’s not just about a paycheck, but also a lifestyle. The campaign makes this very clear: When working for Eisenhower and living in the Coachella Valley, you can enjoy the community, culture and diversity of the region. The hashtag provides a vehicle for the quick and essentially effortless dissemination of the message through online channels. It also unifies our digital and creative strategies perfectly.
Aster Awards Silver Award Winner for Healthcare Recruitment
Eisenhower Health has experienced dramatically improved recruiting results—not to mention an uptick in employee retention—since the launch of the #LiveWorkPlayProsper campaign. And, consequently, they’re able to provide high-quality, compassionate care to their patients.
Eisenhower has won numerous awards for workplace excellence, performance and community leadership/involvement. And while the client’s excellent recruiting results from this initiative are enough for us, the fact that we were honored with two gold awards for the website design—from Healthcare AdAwards and Aster Awards—is something we’re very proud of!
New Candidates Per Month
Apply Clicks Per Year
Igniting Digital Brand Engagement
Next, we developed a state-of-the-art digital strategy to roll out their new message. Our team executed a comprehensive redesign of Eisenhower’s careers site that provides a much better user experience. We also integrated recruitment and tracking software that allows Eisenhower to effectively analyze, plan and strategize their recruiting efforts. This enables our team to base decisions on accurate, real-time data.
Reinvigorating their Digital Presence
We knew that to engage their target audience, Eisenhower needed a dynamic social media strategy built on an engaging online persona. So, the plan we crafted for them includes blog posts, social media posts, an employer branding video and social media campaigns—all focused on keeping the organization’s recruitment voice active and relevant.
“For over a decade, L7 Creative has been our trusted adviser and strategist for our recruitment efforts. They are truly incredible to work with. If you want to connect your employer brand to quality healthcare professionals and increase your hires, I recommend you partner with L7 Creative.”
David Kowalczyk, Vice President of Human Resources