“Metrics Count”

One of the highlights of the 2008 campaign was the first-ever facility-wide open house for Children’s Martha Eliot Center. As a community health facility, Martha Eliot posed its own set of hiring challenges. However, both NAS and Children’s felt confident the “Do Big Things!” theme would resonate well with Jamaica Plain area healthcare constituents.

The strategy: Set-up a dedicated Martha Eliot splash page as the centerpiece, driving event traffic to an information repository and back to the childrenshospital.jobs career site. To support this effort, a combination of print and online resources would create urgency around the event.

Analytics revealed that 42.49% of the people visiting the Martha Eliot event splash page clicked through to the Children’s career site and spent an average of 3 minutes and 31 seconds searching jobs and researching Children’s as a potential employer.

With pre-strategy expectations of less than several hundred attending the event, over 500 people showed up on October 29th. This success prompted the client to turn the one-time Martha Eliot event into an annual promotion.