Marketing manager recruitment strategy for Pleasant Manor nursing facility
This paper focuses on the case study of Pleasant Manor, a 250-bed Skilled Nursing and Sub Acute Rehab facility (SNF) located at Vero Beach, Florida. The facility seeks a marketing manager to handle all their marketing activities. The job description, roles and recruitment strategies and their rationale is presented.
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Recruiting a Marketing Manager
Recruiting a Marketing Mgr
Marketing needs of Pleasant Manor
Pleasant manor as a nursing and rehabilitation facility requires a marketing strategy to attract the elderly or their caregivers to seek the services of the facility. The facility boasts of physical and occupational therapy facilities including speech-language pathology, which are important for the elderly. With the new and improved list of programs and services that Pleasant Manor offers, the facility needs to improve the awareness of the community about the availability of these services to increase their usage.
Pleasant manor also needs to increase their market share of the skilled nursing programs and services by ensuring that target consumers of these programs and services understand the quality, value, price, and convenience that Pleasant Manor offers. Through their marketing plan, Pleasant Manor hopes to display to consumers their program and services differentiation. Value from Pleasant Manor's services stems from their pricing and wide range of programs available. This means that the facility can offer better prices for those purchasing two or more programs or services. Convenience in the case of Pleasant Manor stems from the company being close to a midsized community that offers a huge consumer base for the facility to target.
Overview of the marketing manager position
The marketing manager position to be filled involves several different roles. First is that the marketing manager will be responsible for the development and implementation of marketing strategies for Pleasant Manor in order for the facility to meet its set goal and objectives. The marketing manager must also evaluate market conditions, success of the marketing plan, competitors, and consumer needs regularly to advise the owners and overall general manager regarding proposed changes to operations or the marketing plan to meet consumer needs and gain market share (Barksdale, Goldstucker & DeLaune, 1995). All marketing, promotional, or advertising activities should be supervised and run by the marketing manager to ensure standardizing of these activities and that they aim at achieving the facility's goals and objectives.
In order to be successful in fulfilling these roles, the marketing manager should have a wide knowledge of running skilled nursing facilities, adult day care centers, or nursing homes. These facilities share target markets and challenges, therefore, the reason why managers with experience from these three types of facilities are preferred. Pressure is a part of the marketing manager's job. Therefore, the prospective candidate must be able to work well under pressure (Bennett, 2007). The ability to think creatively is also of utmost importance since the individual will be required to develop marketing strategies that respond to dynamic market conditions, consumer needs, and competitors (Roberts, 1997). Since Pleasant Manor's new strategy involves strict monitoring of patient satisfaction, it will be important for the marketing manager to analyze this information regularly to find out if the marketing strategy chosen meets consumer needs. The ability to think creatively and be proactive rather than reactive will be important for developing marketing strategies that competitors will be forced to react to and not Pleasant Manor responding to competitor strategies.
Rationale
The job description for the marketing manager chosen for Pleasant Manor is modeled against job descriptions developed for marketing managers expected to play the same role. The skills for the marketing manager are those that marketing managers in general need to be successful in their positions. According to Schuler, Farr & Smith (1993)'s social validity model, the personal relationship that exists between the applicant and the person conducting selection greatly affects the person's decision to accept the position. This is the major reason why the headhunting process is chosen for Pleasant Manor. This method also has a lower cost because it does not involve placing advertisements in mass media that are often expensive or other similar strategies to increase visibility of the vacancy.
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- Barksdale, H. C., Goldstucker, J. L., & DeLaune, J. W. (1995). Marketing information: a professional reference guide. Atlanta, Georgia: Georgia State University Business Press.
- Bennett, R. (2007). Sources and use of marketing information by marketing managers. Journal of Documentation, 63(5), 702-726. doi: 10.1108/00220410710827763
- Schuler, H., Farr, J. L., & Smith, M. (Eds.). (1993). Personnel selection and assessment: Individual and organizational perspectives. Hillsdale, NJ: Erlbaum.
- Roberts, G. (1997). Recruitment and Selection: A Competency Approach. Wimbledon, London: Institute of Personnel and Development.
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