Advocate Aurora Health

Make it in Milwaukee

Challenge

Advocate Aurora Health wanted to increase their employer brand mindshare in the Wisconsin market as a premier workplace destination and augment their talent acquisition strategy by creating unique, in-person experiences.

Insights

Based on research and a series of interviews, NEWaukee found that the next generation of talent often picks where they want to live before they pick where they would like to work. To create a diverse talent pipeline, there needed to be a concerted effort to establish partnerships with universities, change the perception of non-medical students about a career in healthcare, and change the perception of Milwaukee for future candidates.

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Solution

NEWaukee designed Make it in Milwaukee, an immersive three day event that proactively engaged potential new hires. Together with Advocate Aurora Health, NEWaukee familiarized college students with Milwaukee 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

Since 2017, Make it in Milwaukee has engaged over 60 student participants. Based on pre- and post-surveys results over the course of 4 years, Advocate Aurora Health’s brand mindshare in target communities has increased from 75% to 93%. Several participants have gone on to have internships and/or full-time positions at Advocate Aurora Health due to the connections they made during the Make it in Milwaukee program.

In 2020,  in response to the COVID-19 pandemic, NEWaukee strategically reimagined the program as a full-day virtual conference.

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