Jenn ThomasJune 01, 2020
Topics: Customer Stories

How Mercy is Hiring Nurses Faster with Phenom CRM, Events & Campaigns

Nobody understands the nursing shortage better than the people who hire nurses. Finding qualified candidates to fill open positions is a huge undertaking for recruiters and talent acquisition teams when the talent pool is dry.

Just ask Kayla Drady, Director of Talent Acquisition Strategy & Operations at Mercy. According to Drady—who oversees nurse recruitment across the organization’s 40 acute care, managed and specialty hospitals—sourcing experienced nurses was a critical concern that hinged on providing a better candidate experience.

The problem was multifold. “Our career site wasn’t user friendly, visually appealing, or personalized for the candidate—especially without video or a chatbot,” she recalls. Instead, it was more of a static landing page to direct job seekers to Mercy’s ATS. “And what about those visitors who don’t apply, or the applicants that don’t make the cut the first time around?,” asks Drady. “Without a CRM, you never talk to them again,” she explains, precluding the ability to nurture passive or former candidates.

Find out how Mercy’s top campaigns are converting 69% of job seekers: Read the full case study

Addressing the Problem

Drady was on the hunt to find a robust solution for Mercy’s ongoing challenge: a sustained nursing shortage, hard-to-fill positions, lack of a qualified talent pipeline, low applicant conversion, and inability to communicate in real-time with candidates. Top-of-mind elements included:

  • Career site with chatbot to host engaging content and tailored job recommendations

  • CRM that integrates with ATS to nurture passive and active leads

  • SMS capability to streamline and optimize campaigns, events, and university recruiting

  • Comprehensive analytics to test and track performance

“Ideally, we’d like all TA processes on one platform,” says Drady. And it was determined Phenom’s all-encompassing TXM platform, integrations, and progressive innovation could get Mercy closer to that goal.

“Phenom’s AI is what sets them apart—it allows us to capture each candidate’s digital footprint, which is key.” — Kayla Drady, Director of Talent Acquisition Strategy & Operations at Mercy Health

Results That Speak Volumes

Being able to see where candidates are on their talent journey—and adjust content and channels accordingly—has been instrumental in driving more traffic to Mercy’s refreshed career site. Since implementing Phenom’s Talent Experience Management (TXM) platform, Mercy experienced:

  • 500% increase in career site traffic

  • 72% apply clicks from chatbot

  • 69% CRM campaign conversions

Example of Mercy virtual event on career site

Additional efficiency wins include leveraging Phenom’s Events and University Recruiting to streamline virtual and on-site recruiting events with mobile-friendly features such as SMS.

“I sent a text blast highlighting an upcoming career fair, and in less than 1 hour we had 10 new candidates register for the event. That’s amazing for this market.” — Kayla Drady

On the Horizon

As their virtual event initiatives continue to grow, Mercy plans to use their Phenom career site and campaign tools to promote more remote career fairs and hiring events through online chats with nurse recruiters.

In addition, Drady can’t wait to roll out Phenom’s Employee Experience which leverages internal mobility to give Mercy employees the same job searching experience as external candidates. “I think it’s going to be great for cultural engagement,” she shares, especially as the team anticipates leveraging more video centered around the heartfelt sentiment and mission of what it means to be a Mercy nurse.

Get the inside scoop on Mercy’s success: Download the case study here

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