Market Strategy, Engagement Consulting & Experience Design

Advocate Aurora Health

Background:

Advocate Health Care in Illinois and Aurora Health Care in Wisconsin together form one of the country’s largest not-for-profit health systems. Advocate Aurora Health embraces bold, innovative ways to connect their consumers, team members, and communities to their health.

Advocate Aurora Health commits to advancing diversity, equity, and inclusion, including eliminating barriers to health care employment for historically-marginalized communities.

Engagement Needs:

Advocate Aurora Health engaged NEWaukee to increase their employer brand mindshare as a premiere workplace destination and create candidate experiences for diverse early-career talent to get connected with the health system.

Key Insights:

Based on research and a series of interviews with Advocate Aurora Health team members, including the System Vice President of Talent Acquisition and the Director of Diversity & Inclusion, NEWaukee uncovered the following insights:

• Next generation talent often picks where they want to live before they pick where they would like to work, so any candidate experience needs to also showcase the community.

• To create a diverse talent pipeline, significant investment is needed in university partnerships and 1:1 candidate interactions.

• Many non-medical early career professionals, such as those in IT, Engineering, or Finance, don’t realize the breadth of employment opportunities available in healthcare.

Here’s What Working with NEWaukee Can Do:

NEWaukee designed Make It In Milwaukee, an immersive three-day event that proactively engaged potential new hires. A select group of college students from around the Midwest were recruited by NEWaukee and brought into the city of Milwaukee. Together with Advocate Aurora Health, NEWaukee familiarized these college students with the community and the company’s culture as well as open positions.

Experiential recruiting was the matchmaker, giving students the opportunity to explore life as a young professional in the state and a chance to engage them before they enter the ultra-competitive market.

Results:

• Program engaged over 60 student participants out of over 200 students to apply, and all information was provided to the talent acquisition team for further outreach

• Based on pre- and post-survey results over the course of four years, Advocate Aurora Health’s brand mindshare in target communities increased from 75% to 93%

• Based on pre- and post-program survey results, participants saw an 11% increase in their positive perception of Advocate Aurora Health, 16% increase in likelihood of considering a career in healthcare, and 96% of participants shared that if offered a position at Advocate Aurora Health that they would “extremely likely” accept

• More than 17 internship and/or full-time position offers extended to participants post-program

• Coordination for the program strengthened relationships with career services departments at nine universities in target communities

In response to the COVID-19 pandemic in 2020, NEWaukee worked with Advocate Aurora Health to strategically reimagine the program as a full-day virtual conference.

NEWaukee

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