MICHAEL GARRON HOSPITAL

Nursing recruitment campaign

Michael Garron Hospital, formerly Toronto East General Hospital, is a community teaching hospital located in East Toronto. As with all hospitals nation-wide, the pandemic has led to high vacancy rates across all hospitals in an extremely competitive market. Burnout is leading to early retirements and high turnover.

After conducting an in-depth survey across their nursing staff as well as a competitive analysis, MGH approached us to partner on a nursing recruitment campaign. Their objectives were to increase the number of applicants by identifying their unique value proposition and differentiating them from other hospitals.

The solution was a scripted video, acted out by real nurses at the hospital. This allowed us to illustrate what makes them different, from the diverse community to the unique culture and friendly working environment. The video was distributed on LinkedIn with paid media that included an InMail recruitment email and google word search. These clicked through to an enhanced careers page, that highlighted the hard working nurses featured in the video.

The tagline “Working at Michael Garron Hospital isn’t one thing. It’s everything” was so well received at MGH that it has been adopted by their HR department for all their recruitment outreach.

Media buy: Empathy Inc.