Storytelling Pitchbook
Nurse Recruiter Storytelling Assistance
OVERVIEW
Aspirant Management Consulting was contracted by a major hospital network to improve their nursing talent acquisition performance.
UX CHALLENGE
Matching Selective Nurses with a Major Hospital
Against a post-pandemic backdrop of competitor offers and travel nursing, these recruiters needed to concisely pitch to candidates positions that matched their interests in pay, benefits, and type of work.
UX CHALLENGE
Merging Talent and Marketing Storytelling
A collaboration between Aspirant's Talent Consulting and Marking & Innovation teams, this project needed to sell both teams' strategic brands, including M&I's Storytelling framework.
UX SOLUTION
Storytelling Pitchbook: Web App Guide for Nurse Recruiters
We introduced the Storytelling Pitchbook, a bespoke web app breaking down the recruiting process into 5 major steps:
- Start the Story
- Know the Candidate
- Find the Right Fit
- Get to Yes
- Close the Call
At each step, recruiters find a concise guide to telling the story of how their hospital is the right match for any candidate.
UX SOLUTION
Information Filtering
Leveraging the web format, two sections offer filters to help recruiters drill down to the most pertinent info:
In "Find the Right Fit," recruiters apply what they learned in 'Know the Candidate' to identifying the candidate's best match of nursing units.
In "Get to Yes," recruiters filter through a library of talking-points to discuss benefits most likely to win over a candidate.
UX PROCESS
Semi-Structured Interviews
We conducted over 20 hours of interviews cumulatively with 40 recruiters, hiring managers, and nurses on the recruitment process and what new candidates are looking for.
I analyzed their responses via affinity diagramming and collaborated with Aspirant's Digital Discovery team to use their proprietary AI tool to assess and extract further insights from our interview notes.
I used that analysis to structure activites in our collaborative design thinking workshop.
UX PROCESS
Journey Map
We further synthesized our analysis into a journey map to validate our understanding of the recruiting process with our stakeholders:
UX PROCESS
Design Thinking Workshop
18 recruiters, hiring managers, nurses, recruiting administrators, and designers.
3 x 2hr sessions using Miro and Zoom.
Together, we co-created a suite of design artifacts to define nursing candidates' motivations and actions in the hiring process.
Empathy Maps
The workshop broke out into 3 smaller groups for its design-thinking exercises. Each group focused on an archetypical candidate of a specific level of experience.
Personas, Mind Maps, Task Maps
These three further exercises helped us thoroughly define the candidate experience.
Storytelling
Participants wrapped up the workshop by mapping their insights onto the Storytelling framework from Aspirant's Marketing & Innovation team:
UX PROCESS
Lo-fi Prototypes
I produced two iterations of lo-fi prototypes to validate our design direction.
We showed the first, below, to our workshop participants in an informal I think, I like, I wish exercise.
The second we validated with a Think-Aloud protocol with a subset of recruiters and hiring managers from our workshop.
Their feedback informed our final designs.