Baltimore-based Erickson Senior Living’s new national recruitment campaign is called Hello.
Nicole Walker, vice president of human resources at Erickson Senior Living, shared the meaning behind the name with the McKnight’s Business Daily.
“We know that our culture is a differentiator for employees and residents alike, and it was important that this campaign reflect that,” she said Monday. “A simple greeting, ‘hello,’ is easily recognizable, direct, familiar and friendly.”
The organization’s recruiting efforts are underway in all areas of the country where Erickson manages continuing care retirement communities, including Colorado, Florida, Kansas, Maryland, Massachusetts, Michigan, New Jersey, Pennsylvania, North Carolina, Virginia and Texas.
The campaign is using national advertising across digital and social media, outdoor billboards, print and more to support the company’s continued growth throughout the United States. Erickson is looking for workers for all aspects of daily operations, from frontline servers, housekeepers and dishwashers to executive directors and healthcare positions such as nurses, physicians and home health workers.
“While we are generally seeing greater needs in the areas of dining services, healthcare and general services, it does vary from community to community,” Walker said.
The Hello advertising campaign features real Erickson employees, not actors.
“We expect this recruitment initiative to further strengthen Erickson Senior Living’s position as an employer of choice, to attract high-caliber, qualified individuals who are looking for a lasting career, to fill open positions and ensure we are delivering on the promises we have made to our residents,” Walker said.
The campaign comes as, over the next five years, Erickson plans to invest almost $3 billion in development and construction at its new and existing communities. Last month, the organization opened Avery Point outside of Richmond, VA. The company also plans to open communities in Fairfax, VA, and Bethesda, MD, soon.