Company Name:

Diakon Lutheran Social Ministries

Open Position:

Occupational Therapists, Physical Therapists and Speech-Language Therapists

Sourcing Option:

Direct Mail & E-mail Marketing

Situation:

Michelle Planten, recruiter for Diakon Lutheran Social Ministries, faces a daunting recruitment challenge every day. She supports Diakon's twelve senior living communities in their search for clinical professionals. Much of her focus is on rehabilitation experts, including Occupational Therapists, Physical Therapists and Speech-Language Therapists.

Strategy:

Michelle settled on direct marketing as a new dimension in Diakon's media mix. Direct mail and e-mail marketing's proven success in reaching the passive candidate, Michelle reasoned, would be just the catalyst needed to bring results to recruiting in a number of locations.

Starting with a direct mail postcard for a variety of therapist positions in Lewisburg, Pennsylvania, Michelle followed up with e-mail marketing to reinforce the message.
To sweeten the pot for candidates, Diakon offered a sign-on bonus.

Outcome:

In using direct mail and e-mail marketing, Diakon was successful in expanding their potential hires by reaching the target market of the passive candidate. So it will come as no surprise that Diakon dramatically increased their candidate flow and, as a result, filled their openings much quicker than they had historically experienced.

Michelle became a believer in the power of direct mail and e-mail marketing and has used it frequently in her recruiting efforts. But that is not unusual within the recruiting community. Our experience has shown that within the last year alone, 83% of those who used direct mail or e-mail marketing were repeat customers. And 69% of those recruiters have used direct marketing more than twice – most were well over two times. We think that is a solid testimony to the results that recruiters can expect from direct marketing.