Rooted in
Recruitment Campaign | Rutland Regional Medical Center
Recruitment campaign aimed to highlight the strong culture and sense of community at Rutland Regional Medical Center. The campaign idea originated with an outside advertising agency and evolved from there.
The Problem
Our marketing team felt the design from the outside advertising agency wasn't compelling didn't capture the hospital's workplace culture.
Recruitment Campaign Goals
Showcase Culture
Demonstrate culture of inclusivity, teamwork, and excellence.
Encourage Longevity
Excite new hires to
stay long-term.
Flexible Design
Ensure design could carry across different dimensions and formats.
Original Concept From Outside Advertising Agency
Early Design Iterations
Early designs focused on layering to add depth and draw attention to the staff members featured.
Deciding to pull staff members out from their original backgrounds increased production time. However, this effort offered greater design flexibility and variety in the people we matched together.
A New Direction For Rooted in
After running through multiple iterations, the Human Resources team choose a leaf as the campaign's main theme to symbolize career growth and putting down roots long-term.
Real Staff Photography
Featuring real staff members adds to the authenticity of the campaign. Including them in groups supports the campaign's themes of teamwork, inclusivity, and excellence.
Final Campaign
With the leaf, green swoosh, and employee photos all placed individually, the campaign's
design offered a high level of customization that fit the needs of any format.
Measuring Impact
Although the data generated from this campaign was not captured, I would measure it's impact through the amount of clicks each digital ad received to evaluate which photo groups and phrases were most successful.
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To get a greater picture of how the print ads, radio spots, and other promotional displays affected hiring, I would analyze the rate of hires pre and post campaign and survey new employees to see how they learned about the position.