Iroquois Healthcare Association
B2B , Healthcare
With New York state facing a critical shortage of long-term care workers, Iroquois Healthcare Association turned to Mower’s healthcare marketing experts to attract candidates to hundreds of entry-level jobs.
Long hours, low pay and work that is both physically and emotionally demanding don’t rank high on most job seekers’ wish lists.
We reached out to current caregivers to find out why they choose to do what they do. And we learned that some people have an innate desire to help others. In other words, they’re born to care. We’ve isolated that trait—it’s called The Caring Gene®.
A multimedia campaign, including a Caring Gene quiz, helped candidates identify if they had the right DNA, then pointed them to job openings and tips on how to start a career in this rapidly expanding industry.
The Caring Gene’s impact on recruitment efforts exceeded every expectation, leading IHA to expand the multi-award-winning campaign across the state.
Gold: Digital Marketing Program
Silver: Integrated Campaign
Silver: Total Ad Campaign with TV
First Place: Corporate Image
Gold: Integrated Marketing Communications
Gold: Lead Generation
Gold: Brand Identity
The Caring Gene ® taps into a powerful, universal human insight: that some people are innately caring and will find greater fulfillment in healthcare industry roles than in any other jobs.
Key Brand as Friend® drivers:
Hey! Our name is pronounced Mōw-rrr, like this thing I’m pushing.