Loretto Health & Rehabilitation – Recruitment Campaign
B2C , Healthcare
Loretto helps care for older adults in Central New York with a wide range of options that allow seniors to live fuller, more vibrant lives. But good care takes good workers—something there’s a shortage of in elder care.
There are more job openings than there are qualified candidates in the healthcare industry as a whole, and the problem has only been getting worse. As part of our engagement with Loretta Health & Rehabilitation, we were tasked with creating a campaign to increase the number of applicants for long-term care jobs in New York state.
We created “all that” as our theme—an idea that could embody all the traits we were looking for in a candidate. To give the campaign authenticity, we used real Loretto caregivers who could show a little attitude and a lot of pride.
Through video, social and physical installations like bus shelter take-overs, we were able to reach out to caring, compassionate, fun people who want the best for themselves and others.
Loretto received more than 1,000 inquiries from applicants in the first few months of the campaign. Sixty people were hired or pre-boarded within 8 weeks of the campaign launch. And the campaign was so successful, Loretto extended it beyond the original run date and approved a new round of television ads.
By creating a simple message and identifying the right touchpoints, we were able to elevate a recruitment campaign, stand out from the crowd and ensure seniors and those in need of long-term rehabilitation are well taken care of. And that’s all that truly matters.
Key Brand as Friend® drivers:
Hey! Our name is pronounced Mōw-rrr, like this thing I’m pushing.