Web App
February 2022
Discovery Research
Design-Thinking Workshop Facilitator
Prototyping and Evaluation
Miro
Figma
Aspirant Management Consulting was contracted by a major hospital network to improve their nursing talent acquisition performance.
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.
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.
We introduced the Storytelling Pitchbook, a bespoke web app breaking down the recruiting process into 5 major steps:
At each step, recruiters find a concise guide to telling the story of how their hospital is the right match for any candidate.
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.
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.
New grads might be drawn to our prestige, but they're not all going to be satisfied on a Med-Surg unit.
Some of them only want Critical Care or Pediatrics and they know they can be selective about where they go.
Nurses coming from smaller hospitals are wary of being lost in such a big one.
The application process has got to reflect that we have both lots of resources and a strong family feel.
We analyzed their responses via affinity diagramming and used that analysis to structure our collaborative design thinking workshop.
We further synthesized our analysis into a journey map to validate our understanding of the recruiting process with our stakeholders:
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.
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.
These three further exercises helped us thoroughly define the candidate experience.
Participants wrapped up the workshop by mapping their insights onto the Storytelling framework from Aspirant's Marketing & Innovation team:
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.