Building a Better Talent Attraction

PA Primary Care Career Center, a collaborative effort of PACHC and the Pennsylvania Department of Health, working together to help more than 300 Community Health Centers across the state attract the industry’s best healthcare talent.

In a market where healthcare jobs are in the highest demand with no sign of slowing down, PA Primary Care Career Center needed a new campaign to elevate the voice of Community Health Centers in attracting more talent while positioning the organization as THE leading career site for healthcare jobs.

Gavin’s team created a strategic persona campaign designed to showcase a more passionate story of community care and how working for a Community Health Center/FQHC makes a world of difference.

Earn a Living Where Your Heart Is was crafted to make an emotional connection with prospective hires by showing how you’ll find a career you love and an employer that loves you back, all told through the voice of current employees. Campaign elements also showcased the unique benefits of working for an FQHC including greater flexibility, competitive pay, student loan forgiveness and mission-focused outcomes.

The campaign rolled out across the state with the launch of a new website, improved performance tracking and a comprehensive digital advertising plan across various social and display networks, OTT (over the top advertising), streaming video, traditional advertising and public relations.

The statewide talent recruitment campaign was also supported with original video content, social media, digital advertising, job fairs, ongoing media relations and a traditional media buy in targeted geographies. Additionally, expanded campaign assets were created to provide a cost-saving campaign resource kit for health centers across the state.

The campaign strategically targeted all talent personas including critical staff to providers to executive leadership, all with content designed to each persona’s interests and individual needs in their job search.