CHALLENGE
During the unprecedented COVID 19 pandemic, University of Maryland Medical System, like most healthcare organizations around the country, stepped up to answer the call to prepare for the surge in patients. At the same time, they had to quickly adapt their recruitment process to meet social distancing guidelines and prioritize the safety of their employees and candidates.
SOLUTION
- Adapting & Communicating:
SCG first helped develop and distribute messaging on social media and on UMMS’s career site to alert potential candidates about changes being implemented to their hiring process. Changes included moving all in person events to virtual events, offering live chats with recruiters, and video shadow and onboarding programs. Due to having virtual communication technology already in place due to partnerships launched last year, UMMS was able to move quickly and adapt.
- Staffing: Second:
SCG was tasked with helping UMMS recruitment team hire 1000+ personnel for their Emergency Staffing Pool, a team of temporary, per diem float pool who would be deployed to the Baltimore Convention Center field medical hospital, other local pop-up medical facilities as well as continue to staff their 16 hospital health system. SCG’s campaign included creative development, copywriting, media planning and execution in a very fast turnaround time. In fact, the SCG account team worked over the weekend alongside the UMMS Talent Acquisition team to immediately get the message out and ensure the field hospital would be fully staffed in time for the opening.
- Employee Recognition:
Third, SCG helped UMMS recognize the bravery and commitment of their frontline workers during this difficult time by creating a four-part series of videos highlighting their #healthcareheroes.
RESULTS
After one week of advertising, UMMS received 34,000 applications and made 400 hires. New hire orientation was launched over a 2 -week period, with 2 sessions per day every day, following social distancing protocols and fitting all staff for PPE.
After 2 weeks, UMMS had achieved its goal of filling 1000+ clinical and support positions ahead of the opening of the convention center field hospital.
SCG will continue the ad campaign as UMMS build’s their frontline team to continue to support the community, and backfill as they continue to adapt to the changing needs during the pandemic and beyond.
