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Hospital President Sparks Groundbreaking Recruiting Campaign

May 2, 2003
Related Topics: Retention, Recruitment, Staffing Management
St. Bernardine Medical Center president Steven Barron asked for 100 new nurses to be hired in 100 days, a steep goal considering the nationwide nursing shortage. Human resources, marketing, and the head of nursing put their heads together and decided--for the first time--that rather than hand off the task to recruiting, the three would work as a team. The result was a slick ad campaign that went far beyond targeting would-be nurses: it re-branded the hospital and gave it a charismatic new image.
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