The Latest on the “H is for Hiring” Campaign
H is for Hiring is live! The board-approved workforce media campaign launched November 20 with statewide advertising, social media, special events, and online resources for job-seekers and hospital communicators. The research-based marketing campaign was developed by Solvent Brandworks, our in-house brand consulting group, and the SCHA communication team, with oversight from the SCHA Board, guidance from hospital communications leaders, and message testing with target audiences including high school and college students. The week before launch, we worked to ensure that members and other stakeholders were aware of and enthusiastic about participating in the campaign through a communications strategy including:
- A preview in SCHA’s Executive Brief video series
- Announcement in SCHA’s The Weekly and Solvent Networks’ Highlights and Happenings
- Email to hospital communicators
- News release
Aimed at creating widespread awareness of the “H is for Hiring” umbrella theme, this phase of the campaign focused on outdoor advertising, the USC-Clemson game, and social/digital platforms. Key elements and results to date are outlined below.Statewide Outdoor Advertising Campaign
The campaign website provides information for all kinds of job seekers, from students looking to learn more about healthcare careers to professionals considering changing fields. In one week, the site received more than 1200 unique visitors.
This members-only site includes resources for hospitals to customize with their logos and use in their own recruitment marketing. Sponsored Social Media Ads USC-Clemson Promotions Through a contract with Clemson University, images of our ads were shared with more than 80,000 fans at Death Valley, while thousands more caught a glimpse on television or on video boards around campus. We aired a 30-second radio ad and two live radio reads on the pre-game show. The radio spot is now airing on Spotify and Pandora online radio platforms. Press Release The press release announcing the campaign was distributed by Cision newswire service and received 307 pick-ups by news media, trade press and the public, generating 59 click-throughs to the H-isForHiring.com website. Selected Media Coverage
Lara Hewitt, vice president for workforce and member engagement, also did several media interviews about the campaign, which generated statewide and national attention. Earned media placements include WIS-TV news, WCSC-TV news, Fox Carolina News, Becker’s Hospital Review, and television news stations in Myrtle Beach, Charleston, Greenville and Augusta, Georgia. Feedback
“Fantastic campaign and website! Wish we had thought of it.” – Christi Moore, SC DHEC Chief Communications Officer.
“My CEO said: ‘I like it. How do we get connected?’ – Mike Thompson, Healthcare Policy Analyst & Media Liaison, Louisiana Hospital Association.
“I think you’ve done a great job. It gives us a life ring and some bandwidth to increase our own promotional efforts.” – Jumana Swindler, VP for Communications and Public Information, McLeod Health.
“Really looking forward to being able to use this material. We host monthly hiring events here and it is a struggle to prepare marketing material. This will be so helpful to us.” – Debbie Karns, Administrative Assistant, Prisma Health Oconee Memorial Hospital.
“Excellent presentation. You really nailed the message for this audience. You’re going to have a lot of interest.” – Mary Ann Raymond, Professor of Marketing, Clemson University.