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Campaign Spotlight: Online Recruitment Campaign Emphasizes Family Atmosphere

Marketers at Pitt County (NC) Memorial Hospital (PCMH) quickly realized that the organization's consumer marketing branding campaign did not resonate with the employees they were trying to recruit. Focus groups told them that the consumer campaign's tagline, "a hospital system that your entire family will use," didn't sell them on working at PCMH. Marketers decided to transition the consumer campaign message to a more recruitment-oriented one by stressing that PCMH employees reap the benefits of having an extended work family.
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