Finally, Baystate can now more easily track its advertising dollars for optimal ROI through the placement of personalized URLS (PURLs) that allow them to track external postings from the source back to their website. "This is an extremely helpful tool when managing advertising dollars," Snyder says.
Thanks to these three strategies, Baystate has improved its marketing efforts and its overall recruitment style, she says.
In 2013, the organization recruited 111 providers (physicians and advanced practitioners), which was a record for the organization. It also achieved its lowest vacancy rate in seven years. Snyder attributes much of this success to the new recruitment website.
In 2014, Baystate plans to move its physician recruitment further forward by launching a branding campaign that will reflect the diverse work settings at Baystate whether at its 700+ bed, level 1 Trauma center or in one of its smaller community hospitals, Snyder says.
"In tandem, we plan to re-launch our website to make it more personal for each candidate that enters," she says. "We are also redefining our strategy and re-aligning our staff with distinct service line support for all providers including advanced practitioners."