To continue to be the healthcare provider of choice in the area, St. Luke’s makes hiring a priority. They know that their people are what make them special. In the up-market they face, qualified candidates are overwhelmed by options. St. Luke’s knew that to reach this talent, they needed a creative approach to differentiate themselves in a way that few in the industry, not to mention the local area, have. The organization needed to be able to recruit top talent from across diverse industries, geographical areas, and work functions. Through a holistic recruitment campaign that included video, print and digital materials, and outdoor promotion, St. Luke’s continues to draw and retain talent in and outside of the local area.
It’s not enough for any healthcare organization to rest upon security and opportunity as selling points to quality candidates. In healthcare, that’s an industry guarantee. They needed to be able to recruit through events, campus visits, partnerships, and traditional and digital media. Rather than focus on the facility and opportunities inherent in the industry, they opted to promote their work-life balance and the uniqueness of Idaho. Employees can find adventure within 30 minutes of their office, making it possible to catch a fish or ski fresh powder right after work.
We worked closely with the marketing team to develop the campaign vision: Find Yourself Here. All campaign materials highlighted employees in their element—with a favorite pet, playing a sport, trekking outdoors, or spending time with family. Through this approach we showed that St. Luke’s isn’t just a great place to work, but a place where happy people work. The conversational tone and individuality of the pieces are approachable and don’t feel like just yet another traditional approach. St. Luke’s acknowledges that work-life is important when making an employment decision. People want to love where they live as much as they love where they work. We developed this idea as part of the campaign, highlighting the best of Idaho’s limitless opportunities. From food and culture to arts and music to outdoor adventure, including hiking, biking, kayaking, and snow sports, Idaho has something for everyone. By showing what work-life balance feels like in Idaho, candidates understood that they working for St. Luke’s wasn’t just committing to a job, it’s welcoming a lifestyle.
– Print ads
– Digital ads
– Event displays