Development of a comprehensive, multi-channel recruitment campaign, including a landing page, for the SJK
Recruiting staff in the healthcare sector is more difficult than ever. St. Joseph Hospital wanted to launch a fresh campaign to appeal to young people in Berlin and present itself as a modern employer.
Task:
A broad employee recruitment campaign was to be designed for the Berlin hospital network comprising St. Joseph Hospital and St. Franziskus Hospital. The campaign was primarily, though not exclusively, aimed at the nursing sector. The goal was to present SJK and FKH as modern employers for young people—dynamic, diverse, and approachable.
Concept:
To appeal to the target audience—in this case, a relatively younger audience in the capital—we opted for a campaign featuring snappy slogans and authentic photos of actual hospital employees. This emphasizes the sense of community and the consistently positive self-image of the staff. To maximize visibility—especially within the cityscape—we aimed to use as many media channels as possible, not just digital ones.
Procedure:
The creative process was supported by several meetings. Together, we developed additional channels for rolling out the campaign. The collaboration with the HR marketing team was consistently characterized by trust and inspiration. The corporate design—also developed by UVA—provided the creative framework.
The result:
Five designs were developed, appearing in various forms to ensure brand recognition. The focus was on the extensive poster campaign, which made an impact simply due to its sheer volume. A total of 30,000 posters and 100 floor graphics were installed, and stickers, multi-advertising posters, advertising trailers, and mobile posters for promotional trailers were also produced. An Instagram campaign was launched online. In addition, a landing page was developed for interested parties and applicants.