Maryland Hospitals Suffer Financial Distress as COVID Pandemic Effects Reverberate

An invitation to Maryland Hospitals Workforce Recruitment Campaign

An initiative by the Maryland Hospital Association

AboutJoinMdHealth is an initiative launched by the Maryland Hospital Association and its members — all of the state’s hospitals and health systems — to promote exciting careers and education opportunities in health care.

There are an abundance of opportunities in Maryland to enter the health care workforce, incite change, innovate, and advance your career — all while giving back to the local community.

JoinMdHealth reminds Marylanders of all backgrounds, ages, and interests that a career in hospital care is waiting to help them meet their personal and professional goals.

Whether you lead with your head, heart, or hand, Maryland hospitals have a place for you. Learn more at JoinMdHealth.org.

Campaign Goals

Help Marylanders understand there are many opportunities across a spectrum of careers and disciplines, and a place for them in hospitals and health systems.

Build pride and interest in hospital careers.

Attract groups that are underrepresented in hospital careers (e.g. Hispanic/Latinx, men, older adults, etc.) to universities, community colleges, and other Maryland higher education institutions. Ensure that these diverse groups feel comfortable and welcomed into the hospital environment.

Campaign Strategy

Highlight the benefits of working in hospitals and health care.

Highlight the various opportunities available to Marylanders who are interested in a hospital career.

Create verbal and visual branding elements that are flexible for use in future campaigns.

Provide verbal and visual branding elements to member hospitals and partners so that they can further promote the message on owned channels.

Digital Collateral Logos/Icons Colors

Social

Media Toolkit Strategy Messaging & Copy Graphics

Social Media Strategy

The social media of the Workforce Recruitment Campaign includes a focus on particular channels and goals as well as ideas and recommendations for posts and contests.

The social media goals of the campaign are to:

• Reach new audiences across Maryland

• Share real stories through user-generated content

• Get people to use the #JoinMdHealth hashtag

Follow and Tag @JoinMdHealth

Facebook, Twitter, Instagram, LinkedIn, TikTok, YouTube

Key Audiences

Marylanders of all backgrounds, ages, interests

Primary Audiences

High school students and their parent(s)/guardian(s)

Existing health care staff looking to advance in their career

Underrepresented demographics in health care, including but not limited to:

African Americans

Hispanic/Latinx community

Men

Older adults

Marylanders that have expressed interest in a career in health care

Secondary Audiences

Marylanders in existing careers that utilize a transferable skillset

Existing hospital employees (a retention element)

Existing health care staff that has left the workforce

Messaging & Copy

The social media content of the campaign includes sharing:

• Real stories via picture posts, quotes, current opportunities, etc.

• Candids of employees or nursing education (students or alumni)

• Information on specific job and education opportunities

• User-generated posts using the #JoinMdHealth hashtag

• Contests (described below)

Our Tone

Empathetic Passionate

Compassionate

Innovative Motivational

Professional

Prideful Endearing

Knowledgeable Caring

Warm and thoughtful

A little quirky

Graphics

You can access editable collateral files on MHA's SharePoint here.

Banner

Evergreen Graphics

Facebook and Instagram Posts

Please give a Like, comment, and/or share JoinMdHealth posts to help drive engagement as social media platforms have prioritized engagements through their comments sections. Audiences also refer to the comment section for a sense of community to see who has commented or engaged with the post.