Everyone in the healthcare sector can sing a song about the shortage of nursing staff. But in the Odenwald, somewhere between Frankfurt and Mannheim, people are singing particularly loudly. The Asklepios Klinik Schlossberg decided on a consistent approach: Always stay in the dialogue, get closer to the target group and - finally make nursing care sexy. Our Crew set out to explore this special terrain and cultivate it profitably for our customers.
How To Attract Skilled Workers (Fast)
Expert Insight–Brand Identity
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How a clinic in the Odenwald is tackling the staff shortage
Getting to the root of it - carers: what kind of people are they?
A big salary and a Ferrari as a company car - you might score points on the surface, but you can't really win the hearts of carers. To find out what motivates our target group and what characterises Asklepios Schlossberg Klink, our Crew conducted qualitative interviews with employees and management. This comprehensive picture resulted in a holistic concept that not only positions Asklepios attractively in the long term, but also generates the right applications in the short term.
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Make care sexy again - from trainee to senior: attracting professionals at every level
The multi-layered concept took into account individual campaigns for different professional groups as well as targeting different generations and training levels. In addition to the rhythmically changing campaigns, a background noise was also created on the social channels, offering insights into the team spirit and positioning Asklepios Schlossberg Klink as a modern, warm-hearted and collegial employer.
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Application by postcard
One realisation from the target group discussions was that the application process is a hurdle for some people. We have done away with the conventional cover letter and CV and radically simplified the application process.
How? Fill out a postcard and post it in. The postcards are distributed to 51,000 households in the region up to three times a year as part of activation campaigns.
51,000 households reached - 42 applications via postcards
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Always stay in the flow - employer branding always moves with the times
Yes, even the deepest Odenwald is not spared from digital trends and social developments. Based on mutual understanding and honest dialogue, we are constantly developing our employer branding, finding new ideas and perspectives to ensure that the intensive care clinic continues to attract specialists who are happy to stay. A journey in which everyone's heart is in it.
Insights. Themen die uns um- und antreiben.
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