The Campus Relations department of Rehabcare got a nice little write-up today at ERE's Inside Recruiting. Leslie Stevens interviewed Barbara Wallace on how they got started, what their metrics look like, and why they're using a blog to communicate with a pipeline of students who want to get hired as occupational, physical and speech therapists after graduation.
"Our goal is not merely to recruit students; we want to provide a complete employment resource which includes providing information about the profession and how to transition from being a student to being an employee," says Wallace. "The blog fits into our strategy, because it was one more tool that could use to offer information about the profession."
I'm the consultant mentioned, so maybe I'm biased, but what's nice about Barb's group is the blog fits their personality. In essence, her team is a college sourcing team. Their job is to identify people very early in their college careers, to prep them and help them as they make career choices. To do so, Rehabcare is turning to the next-generation of recruiting tools to help them connect with the much-ballyhooed Gen Y.
For most recruiters, a healthcare company based in the Midwest isn't on the radar for being on the cutting edge of recruiting, but Barb's team is implementing activities that the hippest Seattle firm would be proud of (and no, that's not to anyone in particular). The blog is just the first step. SMS campaigns are currently running, and while texting barely catching on in product marketing, Rehabcare in the next year will have a fully functional mobile marketing campaign tied into their campus visits, all while their competitors are still paying tens of thousands to job boards for stale candidates who get a dozen calls a day.
Originally, their project included a PPC campaign for tuition reimbursement. Four months later, there's little need for that.
Search "Physical Therapy Tuition Reimbursement." Do the same for Speech Therapy, Occupational Therapy, and a host of other keywords, including inputting the licensing and certification exams to become a therapist that could work at Rehabcare. The Campus Relations blog of Rehabcare is on the first page in every category, and they are just getting started. There aren't many occupational therapy blogs, but the ones that are there, know about Rehabcare.
The work isn't over, of course. Barb and her team have to manage the programs, keep up the content, and ultimately translate their work into hires. So far, I'd say they are off to a pretty good start.
Go check it out for yourself. The college blog of Rehabcare.