Integrated Marketing | Employer Brand
Workforce Recruitment Acceleration
Moving HR from generic job postings to a strategic brand partner.
Context
Fragmented recruitment, real staffing pressure.
As St. Elizabeth Healthcare grew rapidly, recruiting and hiring talent became increasingly difficult. Recruitment marketing was fragmented and reactive, relying on generic tactics with minimal differentiation by role, specialty, or audience. HR lacked scalable creative tools and assets to compete for hard-to-fill positions, and the challenge was to modernize recruitment within the operational realities of healthcare hiring, budgets, and urgent staffing needs.
Action
A workforce-first recruitment model.
I established a workforce-first recruitment model that positioned HR as a strategic brand partner rather than an internal service function. Working with HR Business Partners, I moved recruitment from generic job postings to role-specific campaigns and advertising guided by joint strategy and marketing plans. I developed role-specific campaigns for hard-to-fill clinical and specialty roles, produced recruitment video content featuring real associates and authentic work environments, designed and executed branded career fairs as immersive recruitment experiences, and built a scalable recruitment asset library and template system for faster, more consistent execution.
Result
An always-on employer brand, system-wide.
Established a consistent, always-on employer brand presence across print, digital, advertising, and event environments under the #STEproud platform, expanded retention and engagement through recognition programs and internal communications, and supported the hiring of 1,300+ associates system-wide through targeted, multi-channel creative.