Company Name:

Doctors Community Hospital

Open Position:

Pharmacist

Sourcing Option:

Direct Mail

Situation:

Richard Fappiano, Employment Manager at Doctors Community Hospital, was faced with the task of filling a Pharmacist opening at his suburban Washington, DC facility. He knew the recruitment market for qualified pharmacists was highly competitive as a result of the tremendous demand from the rapidly expanding drugstore chains. In addition, the opening was for full-time nights—not typically a number one choice of pharmacists. So this was going to prove to be a challenge.

Strategy:

Richard made a wise choice in tapping direct mail for his strategy. Direct mail would capture the attention of the active and—more importantly—the passive candidates. Reaching the passive candidates is essential for success in any tight labor market.

Choosing the right list can make or break a direct mail campaign. Richard reasoned that he would be unable to compete for pharmacists in the retail arena, where they enjoy more convenient schedules. So he chose to mail a standard postcard to hospital-based pharmacists within a 20-mile radius of the facility.

Finally, Richard needed to provide a hook for attracting candidates. A unique 7 days on, 7 days off schedule and compensation for 80 hours while working only 70 hours provided great advantages to lure pharmacists. And he followed one of the keys to successful direct mail by making himself highly available to candidates—offering phone, fax, e-mail and a Web address.

Outcome:

Richard made all the right decisions. Immediately upon delivery of the postcards he began receiving telephone calls. Within an amazing 3 days, the position was filled. That, Richard says, is a record for Doctors Community Hospital.

Thanks to a robust response, the client was also able to put together a pool of candidates for part-time days/evenings positions. Nothing beats getting double-duty out of a direct mail piece.