Successful recruitment in the care sector

The DRK (German red cross) hospital in Neuwied is an academic teaching hospital of the University of Bonn and has 309 beds. Like many hospitals, the DRK hospital in Neuwied was struggling to recruit new staff. Instead of relying solely on recruitment, Marketing Mittelrhein developed a sustainable concept for attracting and retaining staff.

Binding skilled workers instead of just recruiting them.

The discussion about the shortage of skilled nursing staff spread throughout Germany long ago. The labor market is highly competitive between many employers. In this situation, the DRK hospital in Neuwied turned to us in order to position itself more visibly and reach more interested applicants.

The aim of the collaboration was to address more nursing staff through a greater digital reach and to accompany them through a direct recruiting process with attractive marketing right up to the application stage. With a modern brand presentation, the attractiveness of the employer was to be made more visible to the public.

🔥 The initial situation: few applications, high workload

The DRK hospital in Neuwied was faced with the challenge of attracting and retaining qualified nursing staff, even though the competition in Neuwied and the surrounding area is fierce. The shortage of skilled nursing staff led to an increased workload for existing staff, which in turn jeopardized the quality of patient care.

💡The solution: building honest, authentic visibility

In order to increase the visibility of the DRK Neuwied hospital for potential applicants, it was therefore necessary to develop a clear strategy for presenting the hospital as an employer and approaching applicants. The answer was the german hashtag #dubisteswert (which means "you worth it"). Under the hashtag, we combined a modern digital presentation with a targeted approach. Internal communication was used to involve existing employees in the process in order to ensure authentic external communication - via social media, the press and advertising.

Recruiting in Numbers: DRK Hospital Neuwied

As part of the collaboration, a new recruiting campaign was developed with the aim of achieving sustainable, long-term growth.

100.000

reached people within a radius of 30 kilometers.

97 

Qualified applications within a period of 3 months

10

full-time positions in nursing care to relieve the burden on staff

Take a look for yourself:

Our services for the DRK hospital in Neuwied

CONSULTING AND STRATEGY

In order to build the most precise campaign possible, we first conducted anonymous employee interviews to gain an impression of current satisfaction levels. In addition to further research, we developed the #dubisteswert campaign on this basis and supported the DRK Neuwied hospital in its implementation and in other marketing issues.

Content Marketing

The most important pillar of successful employee recruitment is to inspire and win over your own employees for the recruiting project. Various stations were therefore actively involved in the production of the content. Various video content was created, which provided an authentic insight into everyday working life on social media.

Performance Marketing

To convince new nursing staff to apply to the DRK Neuwied hospital, advertisements were placed on social media. The visuals and texts were regularly optimized so that qualified applicants could be found at an early stage. Thanks to the authentic and approachable content, numerous interested parties were persuaded to apply.

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