From the Inside OutBuilding a workplace culture of creativity in the use if information technology as a base for improved client services is rural NSW

Leigh PhilpottClinical Social Work Consultant (Rural/Remote Services)HNE Mental Health

Introduction

• HNE MH Rural Services run at between 50% staffing in rural/remote sites and 75% staffing at regional sites.

• We have a rapidly aging nursing workforce and a much younger allied health workforce.

• Recruitment and retention make up a considerable workload for senior staff.

Issues in recruitment in the bush

• Perceptions of rural practice.• Aging workforce.• Clinical Isolation.• Lifestyle limitations.• Lack of awareness of rural issues.• Lack of awareness of benefits and reality of a rural

lifestyle.• Very few rural “ambassadors”.• Incorrect messages being transmitted through

media, universities etc.

Previous strategies for recruitment

• Print advertising in rural papers.

• Online advertising.• Automated recruitment

software.• Rural lifestyle

exhibitions.• HR lead recruiting.

Who are we currently speaking to?

• Older professionals looking to wind down town.

• “Tree changers”

• Those looking for a job, any job…

What is our current brand?

• Out-dated

• Archaic

• Unimaginative

• Unchallenging

• A place to slow down

Rebranding rural practice

• If we want to attract younger professionally minded people we need to be:– Up to date.– Relevant.– Creative.– Dynamic.– Professionally stimulating and challenging.– Offers modern lifestyle choices.

You get what you give

The language of our target clinicians

•Social Networking

•Micro-blogging

•Blogging

•Viral Marketing

•Social Conscience

Benefits of viral advertising

• Cost effective.

• Perceived personal endorsement.

• Targeted to clinicians.

• Allows a dialog to form between the organisation and the prospective employee.

• Sets the scene for expectations and creativity in employees.

The Strategy

• Online advertising.• Promote adventure/social conscience versus quiet

life.• Encourage staff the send promotional literature via

email, Facebook, twitter.• Engage forums in discussion.• Promote viral marketing techniques.• Encourage clinicians to promote jobs rather than HR.

Outcomes

Traditional Recruiting•0 enquiries•3 applications•1 out of three with relevant qualifications•0 successful applicants.

Social Networking•15 enquiries•6 applications•5 out of six with relevant qualifications.•1 successful applicant with 2 eligibility listed.

Online support and training

• Online training and development is usually constructed didactically.

• Use of forums, real time chat rooms, web casting can support online communities for isolated clinicians.

• Research shows that whilst enjoyment of online group activities is reduced outcomes remain unchanged from face to face.

• Local staff report increased satisfaction in online practice groups when efforts are made to allow staff to express personal identity.

• 85% of rural and remote staff in the service reported that participation in online communities of practice was a key factor in reduction of isolation, burnout and job disatisfaction.

Upcycling software

• Software is not always necessarily only useful for it’s intended purpose.• By removing restrictive constraints from supported software clinicians are

free to find their own uses to improve clinical practice.• Staff often cite software and web restrictions as the greatest impediment

to inclusiveness and creativity.• Some examples of most requested software/platforms by rural and remote

clinicians:– Skype– MSN Messenger– YouTube– Facebook– Twitter

Innovation through familiarity

• Through use of social networks in personal life, clinicians can begin to explore their use in professional practice.

• Some examples of projects by mental health practitioners:– YCOPMI Facebook group.– Family psychoeducation groups via moodle.– Instant messaging for treatment adherence .

Heading into the future

• Campaign to drop internet firewalls.• Some projects which have grown from current

internal processes:– MSN messenger to engage younger clients and run

groups.– Twitter to enhance health promotion activities.– Skype to increase clinician access to remote clients.– Facebook to create an enduring dialog with past students

and other prospective employees until they are ready to seek employment.

Final Comments

• Rural and remote practice has an image problem, often perpetuated by the way we market and promote ourselves.

• If we want to move into the future we must attract a mix of experienced and younger clinicians.

• Utilising new paradigms of communication and marketing puts us on an even playing field with more progressive businesses.

• In promoting ourselves in creative ways using current trends we therefore attract those who are current and driven.

• This then sets the scene for staff to interpret this creativity into new and exciting approaches to the care and treatment of rural and remote communities.