BeYourLocalHero Regional Recruitment Campaign

Leatherstocking Collaborative Health Partners (LCHP) is a PPS that serves several counties in upstate New York with 98 partners dedicated to transforming healthcare delivery in their communities towards a more collaborative, patient-centered, and accessible model. From the onset of DSRIP in 2014, HWNY has collaborated and consulted with LCHP on successfully launching its key workforce initiatives.

LCHP’s partner network is spread out geographically across five counties in Upstate/Central New York, much of it rural, which caused problems with streamlining information, data, processes, and projects. It needed a technology partner to advise and implement a capable solution to workforce development across its network.

Because LCHP’s network is mostly rural, it was facing major recruitment and retention challenges to address the growing workforce attrition in the region.

In response, HWNY created and launched a recruitment campaign in the LCHP region aimed at filling key healthcare positions in the area. The three key goals of the ongoing campaign are to:

1. Recruit High School students and individuals living in the region into high-need careers
2. Bring healthcare providers into the region to practice
3. Provide career development and growth opportunities to healthcare workers in the region

The campaign was hosted on a mobile accessible website and promoted across multiple social media platforms in the form of various digital media content.

To date, efforts to make this recruitment campaign successful include:

An online digital engagement platform
This platform highlights high-need health careers in the LCHP region, shares a multitude of resources focused on professional growth and development, and provides relevant information about the region. In addition, online users can also access relocation resources and information on trainings, experiential opportunities, and educational programs to help with career pipelines all within the LCHP region. To date, there have been over 700 page views on the website since September 2019 when it went live.

Interviewing local healthcare professionals within the high-need careers
Between April and December of 2019, HWNY interviewed 15 healthcare professionals at 5 different healthcare organizations across the LCHP region. The individuals interviewed are featured on social media and on the campaign website. Additionally, more healthcare professionals have agreed to be filmed and interviewed.

Social media presence and digital media
With the use of social media, HWNY was able to create and share campaign-driven digital media content. Multiple HWNY-produced videos and images have been posted since the launching of the campaign accompanied by a campaign-specific hashtag. 

Campaign videos garnered over 3,000 views and drove traffic to the campaign website.