Tag Archives: marketing

8 ways to use your network to attract great job candidates

I recently hired two new employees to my team. My colleagues in recruitment and fellow managers were surprised by how many great candidates applied for the position. We had a higher number than usual in part because I actively sought out candidates using my personal and professional networks.

Many managers rely solely on their recruitment team and forget how much they can personally do to find great candidates. You have a network, use it!

In addition to the job listings your recruitment team posts, here are some ways you can spread the word:

1. Email your colleagues – Send an email to your team and others throughout the organization who frequently work with this open position. Ask them to think about candidates who might be interested in this opportunity. Include a brief summary of the position. Encourage them to view the posting on your company web site and to let you know if anyone they refer applies for the position so you can keep an eye out for the application.

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Rebranding a Major Healthcare System

I’m honored to present at the Minnesota Health Strategy and Communications Network (MHSCN) spring conference next month. I’ll be discussing the rebranding of Allina Health – a major endeavor I’ve been focused on the past two years.

This article on the MHSCN web site previews some of the topics I’ll be addressing in the presentation, including some of the highlights and challenges of the work.

Are you interested in healthcare marketing and communications? I’d love to see you at the spring conference! Registration information here.

Update: See the slides from this presentation here.

Rebranding an organization

A little more than a year ago, I changed positions within my organization – moving from managing the marketing and communications at one of our hospitals to a marketing position in the system office. I wrote about the change in my role  and how I would be focused on marketing the organization as a whole. What I couldn’t share at the time is that I was tasked with managing the process to rebrand the organization.

The first year of my work (January 2011 to January 2012) was focused on planning and a significant amount of research with key stakeholders, both internally and externally. I also manage the relationship with the advertising agency we’ve asked to partner with us on this journey.

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St. Kate’s Panel Discussion Q&A

Last month I had the honor of speaking on a panel at St. Catherine University in St. Paul, Minn. The discussion was focused on marketing and social media. I had a great time sharing my experiences to help the students and learning from the other panelists George Sawyer, Tierney Krienert and  Kelli Ramirez. Special thanks to Beverly Kumar for extending the invitation.

Here are a few of the questions from the evening and my answers:

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You are your company

After placing my usual order at my favorite coffee shop last week, I casually mentioned to the barista that I’d been having trouble with the new mints container. The lid kept popping open and the mints were spilling in my purse. She expressed disappointment and concern, but then leaned in and quietly said (as if she were sharing a secret with me),

“You should totally call corporate and tell them about it.”

I tried to speak, but was so stunned by what I heard, I simply smiled and walked away. When I got out the door, I started laughing in disbelief.

Looking back, when the employee empathized with me, I felt she was concerned and cared about my problem. However, instead of telling me she would pass along my comment, her direction for me to call the corporate office sent the message that she:

  1. didn’t feel empowered to help me with my concern
  2. wanted me to work more/harder than her
  3. viewed herself as separate from the company.

To her benefit, she may have been a new employee — it was my first time seeing her at this store. Yet it still proves a powerful point – to the customer, employees ARE the company. Employees must feel empowered to positively impact customer experiences. Both to make those experiences positive to begin with AND to help redirect them when things aren’t going so well.

We can think through this on many different levels:

  • As an employee, do I think of myself as the face of my company?
  • As a leader, how well do I empower employees?
  • As a marketer, how do I help build frequent customer experience trainings to align with brand objectives?
  • As a customer, what do I expect from companies and their employees?

Making the connection between an employee’s work and the customer’s experience is critical.  When employees feel invested in the outcome, the more they own their part in the process. This is when employees begin to align their personal and professional goals with those of the company, which ultimately benefits everyone, especially the customer.

 

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