Strategic Directions
ATTRACT, DEVELOP, AND KEEP THE PEOPLE WE NEED: Attracting people who are committed to our mission and supporting them, so they chose to continue in their role
Today, we are recognized at home and across Canada as an extraordinary example of social justice. Northwood is justifiably proud of its person-centred approach to care that puts the client at the centre of our efforts. It has been challenging navigating through a global pandemic. We believe our dedication to clients, residents, and staff has never been more evident than it has been at this point in our history. The health and well-being of our staff is extremely important to us. Throughout the pandemic, mental health resources have been available. The Northwood Hub provides access to a wealth of important staff information and resources. There is an area of the library that is populated with various Mental Health resource links. This section was updated with a number of mental health-related resource links, which also include access to a couple of previously recorded webinars. Staff is encouraged to check out what is available and to share any resource links they believe would be beneficial to other staff members. Northwood also updated and promoted the Employee and Family Assistance Program during the pandemic as a reminder that help is always available for those who need it. The service is free for staff and their families and provides online support to those who need to talk about grief, stress, or simply have a safe place to go.
STINGRAY CAMPAIGN Recruiting the best and most qualified people in Home Care and Long-term Care is challenging at the best of times. During a worldwide pandemic, it is more challenging than ever. We are constantly searching for new and creative ways to recruit new Northwood staff. In 2022 we teamed up with Stingray Media Solutions. Stingray put together an advertising campaign that ran from Feb. until April of 2022. This campaign ran a combination of two 30-second video ads on a variety of websites. These 30-second video ads would play before a viewer could watch the video content on each of the particular websites. These video ads worked similarly to TV commercials. Our video ads ran on a variety of websites, from CBC to CNN. Our ads received 388,000 video views during the campaign for an effective CPM of close to $13, which is great for a video campaign. We received 347 clicks for a click-through rate of .09%, which is well above industry standards and much better than we would have received on youtube. The top websites were Global News and Saltwire (Chronicle Herald). It’s always nice to be on the local sites.
17 Community Report • 2021 / 2022 • Attract, Develop, and Keep the People we Need.
