Case Study - Geisinger Radiology Opportunities
Project Goal
Source candidates to fill three radiologist positions for a new facility that was currently under construction but needed to be staffed and ready to see patients immediately upon opening.
Results
The direct mail campaign produced 63 unique visitors to the position specific landing page. Of those visitors, 31 visited links outside of the landing page and 11 of those (35%) visited four or more pages. One of the candidates visited the site on three different occasions and visited 11 different pages. Five different candidates contacted the recruiter directly as a result of the campaign. Each of the candidates expressed interest in the position by visiting the web site in response to the direct mail piece. Within one month, the recruiter had the opportunity to start screening the 5 active candidates and to start calling on the 63 passive visitors to the landing page.
Background
Geisinger Health System partnered with Zero-In Recruitment Marketing to produce a targeted recruitment campaign to identify viable radiologist candidates for a new facility (Geisinger Gray’s Woods) being built in State College, Pennsylvania.
Project Team
Geisinger Health System’s Department of Professional Staffing partnered with Zero-In Recruitment Marketing to create a campaign that boasts Geisinger’s strengths and the unique quality of life that State College, Pa, (Home to Penn State University) has to offer.
Final Deliverables (all developed within 3 weeks)
• Direct Mail Campaign – featuring the physician’s name and a unique PURL that pushed candidates to a position specific landing page that greeted them by name. The direct mail pieces were sent to 9,096 radiologists that were born, licensed or trained in PA, WV, NY, DE, OH and MD, or that had attended a Big Ten University at some point in their academic career.
• Position Specific Landing Page – featuring specific content about the position, it’s location, Geisinger Health System and Quality of Life. Landing page was completely trackable and allowed the recruiter to know what visitors were viewing.
• Access to Zero-In Recruitment Marketing’s Campaign Administration Tool – allowing the assigned recruiter to track who has visited the landing page, what links they visited, and when they visited them.
• Journal advertisements – for multiple radiology specific journals that featured the same visuals as the mailer and landing page to create a consistent unified message.
Campaign Implementation
After receiving the position specific details, Zero-In Recruitment Marketing produced direct mail concepts that were approved quickly. Once the concept was approved Zero-In proceeded to build the Position Specific Landing Page, Direct Mailer and the journal advertisements that would be utilized in the Campaign. After all pieces where finalized Zero-In Recruitment Marketing released the Direct Mail Campaign and submitted the art files to the recruitment journals for placement.