In 2021, health care faced a perfect storm. Worsened by pandemic burnout and lack of support, nurses were leaving the profession in droves. At SSM Health, a nationwide nursing shortage was hitting close to home.
But in a world flooded with “now hiring” signs, we knew a blanket recruitment campaign wouldn’t stand out. SSM Health needed to show nurses — not just tell — why it was the best place to work. Our goal? Make nurses feel supported, celebrated, and most of all, heard.
Giving Nurses the Mic
We began the campaign with “Off Call,” a content series of candid conversations between nurses. Topics ranged from misconceptions about the job to why nurses love their Saints family. Led by nurses from Midtown, Shawnee, and Midwest City, ICG produced over 15 of these videos within just a few weeks.
To drive job applications, ICG also developed a coordinating microsite. Throughout the campaign, we A/B tested the site’s design to optimize it toward completed applications. In the first 90 days of the campaign, “Apply Now” was clicked over 105 times.
The Health System for Nurses
To complement the content series, ICG rolled out a multi-tactic media campaign to recruit nurses statewide. This included a lively video spot celebrating nurses as complex caregivers, trafficked widely on television and OTT platforms. Bold outdoor and print also promised an authentic commitment from SSM Health.
Off Call Boxes
This was more than just a recruitment campaign. We also wanted to thank our nurses for going above and beyond for our state. ICG created custom care packages, filled with goodies for nurses to enjoy on their much-deserved days off. Over 1,800 of these boxes were sent to nurses across Oklahoma, regardless of health system.
Nurses proved to be a small but mighty audience. Though the campaign was highly niche, engagement packed a punch. SSM Health immediately saw an uptick in interest and applications within the first 90 days of the campaign.
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