Eventide Senior Living Communities offers a number of living options and services for seniors in Moorhead, West Fargo, Devils Lake and Jamestown, with a campus in Fargo opening at the beginning of next year. For more than 60 years, Eventide has been making their residents feel at home by providing excellent care and residential amenities. They are committed to meeting the need for senior housing in the area and have been building, renovating and growing their campuses to meet this steadily increasing need. Their five core values are integrity, compassion, accountability, respect, and excellence, and the services that Eventide provides truly embody these principles.
Janelle Klinke is Eventide’s vice president of human resources. Her responsibilities include recruitment of nurses and CNAs, which can be a daunting task given the extraordinarily low unemployment rate in our area and the shortage of nurses and CNAs in the marketplace. Her strategies include creative solutions that are designed to increase the candidate pool and provide benefits and a career path that are attractive for Eventide’s applicants and current employees.
Klinke wanted to develop a recruitment campaign that would make Eventide. Since Eventide already had a relationship with Absolute, she asked our team to create a campaign that would generate interest in CNA classes as well as nursing positions. Absolute worked with Eventide to develop a testimonial-style approach that included having a nurse and a CNA each speak about the many benefits of working for Eventide. The campaign included television, radio, billboards, print and online ads as well as posters for use on college campuses and in job training centers.
“Our campaign was very successful. The CNA classes we offer filled so quickly, we began offering them in Jamestown as well as adding more classes in the Fargo-Moorhead area,” Klinke said. “And our applicant numbers in the Fargo-Moorhead area, where we’re building the new campus (and ran the campaign), were at an all-time high as well. We found the campaign to be an excellent representation of Eventide as an organization and very successful in terms of results,” Klinke added.
Relying on Janelle’s expertise with job seekers and applying Absolute’s strategic direction, the recruitment campaign was very successful and Eventide continues to rely on Absolute to assist them in developing strategies to reach their objectives.
Need assistance with developing a marketing strategy? Give us a call at 701-478-1111 or email us at absolutemg.com/contact. We would be happy to help.