Advocate Aurora Health

Case Study

Market Strategy
Engagement Consulting
Experience Design

How we made NEW possible

NEWaukee designed Make It In Milwaukee, an immersive three-day event that proactively engaged potential new hires.

How it connected

Engaged over 60 student participants out of over 200 student applicants, which all information was provided to the talent acquisition team for further outreach.

Make it in Milwaukee students view Milwaukee skyline on a rooftop.
Make it in Milwaukee students tour lab.
Make it in Milwaukee students networking on a rooftop.
Make it in Milwaukee table tent with logo.
Make it in Milwaukee students networking on a rooftop.
Make it in Milwaukee students tour lab.
Make it in Milwaukee students wearing scrubs and hairnet posing for group photo on lab tour.

Increasing a healthcare system’s employer brand mindshare

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.

Make it in Milwaukee promotional graphic.
“Working with NEWaukee has been such a great experience for Advocate Aurora Health because we get to engage our workforce and community members in experiences that matter to them…””
— Aliah Berman, Former Director of Diversity & Inclusion
Make it in Milwaukee student mingle and network at luncheon.

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.

Make it in Milwaukee students network with Advocate Aurora Health employees at dinner.

Engagement Challenge

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.

Engagement Solution

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.

THE
RESULTS

60

student participants out of 200 students to apply

18%

increase in brand mindshare within target communities

11%

increase in positive perception of brand

16%

increase in considering a healthcare career

96%

would accept a position if offered employment

17

internship and/or full-time position offers extended

Make it in Milwaukee students wearing scrubs and hairnet posing for group photo on lab tour.
Students network with employees.
Students network with employees.
Students network with employees.
Students tour Advocate Aurora Health facilities.
Students network with employees.
Students network with employees.
Guitarist plays music during luncheon.
Make it in Milwaukee students enjoy brunch together.
Students network with employees.
Students network with employees.
Students network with employees.
Make it in Milwaukee students chat during luncheon.
Make it in Milwaukee students tour Advocate Aurora facilities.
Make it in Milwaukee students chat during luncheon.
Make it in Milwaukee students tour Advocate Aurora facilities.
Make it in Milwaukee students tour Advocate Aurora facilities.
Make it in Milwaukee students chat during luncheon.
Make it in Milwaukee students tour Advocate Aurora facilities.
Make it in Milwaukee students tour Advocate Aurora facilities.
Make it in Milwaukee students enjoy lunch in a cafeteria.
Make it in Milwaukee students network with Advocate Aurora Health employees.
Make it in Milwaukee students chat during luncheon.
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