Organizational Positioning for Business Growth through Employer Rebranding,
Employee Value Proposition and Recruitment Marketing - A Stanford Children’s Health Success Story
Ekta Vyas, Director Human Resources, Stanford Children's Health
The healthcare industry is witnessing an era of growing consumerism, creating a compelling need for hospitals and healthcare facilities to undertake competitive strategies to stay and excel in the marketplace. Along with preparing for the multidimensional shift in the healthcare delivery model, healthcare facilities also need to prepare themselves to compete in a candidate-centric talent market with a relatively small pool of qualified healthcare professionals. This session presents the development of
a new employer brand and recruitment marketing strategy at Stanford Children’s Health in preparation for high volume recruitment for the successful opening of the nation’s most technologically advanced pediatric facility in December 2017. The highlights of the session include the process of aligning the employer brand to an evolving corporate brand, the holistic marketing framework applied to explore, align and establish the employer value proposition to internal insights gained from employee engagement survey, and the ROI measured through advanced analytics.
1. Learn how to establish strong alignment between the corporate and employer brand through strategic partnership between Corporate Marketing and Human Resources
2. Learn how to develop an Employee Value Proposition (EVP) to strengthen the organization’s external employer brand, with a foundation in contextual analysis and employee en gagement data verifying internal realities and assessment of organizational trends overtime.
3. Learn how to establish a successful Business Partner relationship between key strategic players of the organization when the timelines and deliverables for similar goals do not align.
4. Learn how to track the ROI measured through advanced analytics such as career site con version rate, success of the employee referral program campaign, social media strategy returns, source per hire and time-to-fill metrics.