Advocate Medical Group
Advocate Medical Group's explicit employee recruitment efforts lie on their website pages devoted to recruiting new employees and some videos aimed at attracting new employees. The group's social media and digital channels are not focused on recruiting future employees but rather communicating their brand. However, in searching through social media and digital channels, some helpful insights were gathered that may explain the messaging, tonality, communication of benefits, calls to action, and reasons to believe. These insights may supplement the information found on their job web pages related to open jobs. Additional details have been entered into the attached presentation.
- Advocate Medical Group has a Facebook and Twitter account. However, neither of these social media channels focus on recruiting employees but rather sharing health tips, specialties and services, patient stories, news stories, upcoming events, and employee profiles.
- The Instagram channel showcases employee profiles and patient care stories.
- On their YouTube channel, Advocate Medical Group posts videos on health tips and tools, specialties of their group, and information about their patient care philosophy
- Though the social media channels that Advocate Medical Group are primarily to promote the brand, they do, indirectly, serve the role of recruiting employees insofar as the messages conveyed by employees and patient stories highlight the patient care philosophy of the staff, namely, holistic, multi-disciplinary teams, the desire to serve, compassion, treat the patient as an individual and a family member, collaboration, passionate staff, evidence-based medicine, and excellent teaching and training opportunities.
- Posts and videos, on these channels that could also play an indirect role in recruiting employees by emphasizing state-of-the-art services, including technology, or unique care programs (e.g., dog therapy for surgery patients).
- The information and messaging concerning unique services (e.g., dog therapy for surgery patients), the state-of-the-art equipment, and the rapport of the staff--the community feel of this work on these channels-- could potentially aid in employee recruitment, on these channels.
- Advocate Medical Group's LinkedIn site shares the same information distributed to the above social media channels.
- However, the LinkedIn site also advertises open positions at the Advocate Medical Group.
- The recruiting messaging surrounding these open positions describe the positions as contributing to ensuring healthier spaces for patients and reducing the environmental footprint of the group's facilities. This message is unrelated to the type of position advertised, e.g. clinical practice specialist or registered nurse.
- Advocate Medical Group recruits on Glassdoor. The job positions are very straightforwardly described in terms of duties, experience, and required credentials without any messaging designed to get potential employees excited about working at Advocate.
- The overall employee rating of the Advocate Medical Group, on Glassdoor, is 2.8/5 stars.
- Among the comments posted are "Nice culture, with kind people to work with," "Provide a transparent structure for pay scale increases and raises based on employee performance . . .," "coworkers are the best, welcoming, and always willing to help . . .," "Good Benefits and Competitive Salary."
- The Advocate Medical Group's website for future employees explains, generally, the benefits of working for the group.
- The benefits include a collegial environment, reimbursement for continuing medical education, competitive benefits, low attrition rates among staff, ample support staff to free up physicians to focus primarily on patient care.
- The recruitment website also links to a page that enumerates a variety of awards, recognition, opportunities for research, and ratings (i.e., top provider/top center).
- A fuller picture of employee benefits is published on Glassdoor's review of the Advocate Medical Group. Among these benefits are Health and Dental Insurance, Performance Bonuses, 401K plan, stock options, Maternity and Paternity leave, work from home, Tuition assistance, gym membership, etc.
- Part of the brand of the Advocate Medical Group is to refer to their health professionals, pharmacists, volunteers, etc., as "advocates."
- Repeated on the group's website, in videos posted on YouTube, and employee profiles on Instagram and Facebook is "the commitment to the whole person" or treating patients holistically.
- Another frequent phrase used across social media and digital channels, as well as their website, is compassion or compassionate care.
- A third phrase regularly featured in their media is "individualized care" or treating patients as individuals.
- Finally, media distributed by this group emphasize the importance of an inclusive community, cultural competency, or a diverse community.
Calls to Action
- As discussed above, the open jobs advertised on Linked In hopes to call potential employees to be part of a movement to reduce the environmental footprint of the Advocate Medical Group's facilities, while working toward healthier spaces.
- On their "jobs" page, Advocate Medical Group shares a video that calls to action those individuals, with exceptional skills, looking to be part of an incredible team, to apply.
Reasons to Believe
- Again, on the group's pages dedicated to describing careers are badges that showcase awards that ranked the Advocate Medical Group as a top place to work or a place that values diversity.
- Another of the group's web pages notes that low attrition and high satisfaction rates of physicians.
- Another of the group's page, focused on the culture, enumerates several awards and achievements since 2017, a video (which is a parody of a Beyonce song) to show the joy of an advocate's experience.
- Lastly, on the same web page discussed above, the Advocate Medical Group explains their initiatives to attract and support a diverse workforce.
The team focused on the social media channels--YouTube, Instagram, Facebook, and Twitter--to look for any health care professional recruitment campaigns in the past year (2019-2020). We hypothesized that Advocate Medical Group would use these social media channels to inspire high-quality applicants to apply for open positions by creating a compelling marketing strategy communicating the value proposition in becoming an "advocate" or team member. None of the content shared on these channels, however, was designed as part of an employee recruitment campaign.
We next turned to digital sites, such as LinkedIn, Glassdoor, or Indeed--places dedicated to sharing job openings, company reviews by employees, and campaigns (especially LinkedIn) designed to attract talented applicants to apply. By a campaign, we meant a concerted effort to communicate the distinct advantages, benefits, and unique opportunities afforded to "advocates." However, on all of these digital sites, jobs were posted with fairly standard lists of qualifications. The LinkedIn job announcements, however, did offer information that seemed intended to attract like-minded individuals looking to be environmentally responsible.
Thirdly, we turned to advertising databases (e.g., Effie, Spot.TV, Mobile Marketing Association, and We Love Ad) with the assumption that we might be able to locate an employee recruitment campaign on more traditional media channels, i.e. television or radio. We found only one example of media spots for the Advocate Medical Group, specifically, Advocate Aurora Health on We Love Ads. However, of the four ads collected on this database, not one was aimed at employee recruitment.
Hence, the team tried to find many of the details surrounding Advocate Medical Group's employee recruitment efforts--i.e., messaging, communication of benefits, tonality, calls to action, etc.--by paying closer attention to content disseminated on the social media channels--content that may not have necessarily been created to attract employees, but that nonetheless communicated important messages/benefits/calls to action regarding being an employee. We also compared the information we gleaned from those social media channels to the more explicit content provided on the company's website as well as information (especially benefits) on glassdoor.