{"id":15453,"date":"2021-04-25T09:46:23","date_gmt":"2021-04-25T09:46:23","guid":{"rendered":"https:\/\/xtra-mile.co\/?post_type=case_studies&p=15453"},"modified":"2021-05-13T08:02:28","modified_gmt":"2021-05-13T08:02:28","slug":"maccabi-hmo-a-mission-that-starts-with-people","status":"publish","type":"case_studies","link":"https:\/\/xtra-mile.co\/ru\/case_studies\/maccabi-hmo-a-mission-that-starts-with-people\/","title":{"rendered":"Maccabi HMO \u2013 A Mission that Starts with People"},"content":{"rendered":"\t\t
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ABOUT Maccabi<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Maccabi Healthcare Services, the second largest health services provider (HMO) in Israel, is recognized by the public for its innovative medical services, excellent medical treatment, a highly professional team of doctors, nurses, and healthcare professionals, efficient administration staff, and\u00a0 more.\u00a0<\/span>But not many are aware of the strong sense of belonging and pride that Maccabi employees feel for their employer.<\/span><\/b>\u00a0<\/span><\/p>

Maccabi\u00a0<\/span>is<\/span>\u00a0a workplace\u00a0<\/span>that\u00a0<\/span>combines\u00a0<\/span>o<\/span>rganizational resilience<\/span>\u00a0<\/span>with<\/span>\u00a0<\/span>a warm sense of family and community<\/span>, which enables its\u00a0<\/span>employee to\u00a0<\/span>freely\u00a0<\/span>express<\/span>\u00a0themselves, take initiatives<\/span>, and ultimately\u00a0<\/span>make a difference<\/span>. The\u00a0<\/span>COVID-19 pandemic\u00a0<\/span>strengthened\u00a0<\/span>even more\u00a0<\/span>the sense of\u00a0<\/span>purpose<\/span>\u00a0and\u00a0<\/span>involvement\u00a0<\/span>for the\u00a0<\/span>benefit of the\u00a0<\/span>community felt by<\/span>\u00a0Maccabi\u2019s\u00a0<\/span>employees,\u00a0<\/span>giving more\u00a0<\/span>meaning to the Maccabi\u00a0<\/span>s<\/span>pirit, the same spirit that characterizes the organization and symbolizes the sense of responsibility, involvement<\/span>,<\/span>\u00a0and\u00a0<\/span>care<\/span>.<\/span>\u00a0<\/span><\/p>

Maccabi decided to\u00a0<\/span>communicate<\/span>\u00a0this spirit to the\u00a0<\/span>community of potential candidates\u00a0<\/span>as well as strengthen it among its employees.\u00a0<\/span>To this end,\u00a0<\/span>the healthcare provider\u00a0<\/span>decided to\u00a0<\/span>formulate\u00a0<\/span>an effective employer<\/span>—<\/span>branding strategy aimed at\u00a0<\/span>highlighting<\/span>\u00a0<\/span>its<\/span>\u00a0benefits as a sought-after employer<\/span>,\u00a0<\/span>not only as a leading health<\/span>care<\/span>\u00a0organization.<\/span>\u00a0<\/span><\/p>

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Strategy<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The Maccabi employer-branding strategy comprised three main phases: research, EVP, and content strategy, and implementing the work plan and employer brand values throughout the different channels- internal and external.<\/span>\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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THE PROCESS<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Research\u00a0\u00a0<\/h5>

This stage\u00a0<\/span>is<\/span>\u00a0the foundation of any\u00a0<\/span>employer<\/span>—<\/span>branding strategy.\u00a0<\/span>In the case of Maccabi,\u00a0<\/span>Xtra Mile studied\u00a0<\/span>and\u00a0<\/span>distil<\/span>led<\/span>\u00a0the key values and\u00a0<\/span>strengths<\/span>\u00a0that distinguish the organization. It comprised i<\/span>n-depth and\u00a0<\/span>o<\/span>rganization<\/span>-wide<\/span>\u00a0<\/span>evaluations<\/span>\u00a0that included interviews, focus groups<\/span>,<\/span>\u00a0and personal conversations with dozens of employees and managers<\/span>.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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EVP and the creation of Employer brand strategy and Language<\/h5>

Creating a uniform message for a large and geographically distributed organization like Maccabi, that caters to an enormous number of roles and professions, is no simple task. However, the study conducted among Maccabi employees unsurprisingly revealed one clear value, which was used to develop the entire language. The value was «Mission.»<\/p>

Maccabi’s people feel they are in a daily mission to care for the health of its customers, their families, and the community at large. Alongside other values that emerged from the survey, this was one of the main reasons why they chose to work at Maccabi. At Xtra Mile we distilled the Mission and other values into the Maccabi story, creating messages that talked about \u201cA mission that starts with people.\u201d<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Formulating and implementing the work plan and Maccabi’s employer-brand language<\/h5>

After creating the new employer-brand language, its messages, and ideas, it was time to begin implementation in the field. The work plan, which was prepared by Maccabi’s HR and Employee Experience Department in collaboration with Xtra Mile, focused on three main target audiences:<\/p>

  • Maccabi employees \u2013 applying the language and values to Maccabi\u2019s employee experience and in internal communications<\/li>
  • Active candidates looking for a job \u2013 designing and implementing recruitment-related activities and onboarding in social media and digital channels<\/li>
  • General public and the community \u2013 promoting Maccabi’s differentiating messages among all target audiences, including, for example, by creating a community of Maccabi ambassadors and targeted activities on social media and other channels<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    The implementation strategy selected by Maccabi’s HR and Employee Experience Department was based on first implementing the USPs and messages within the organization. This was followed by efforts to convey the message to potential employees and customers in social networks and via digital campaigns.<\/p>

    The slogan \u201cA mission that starts with people\u201d<\/strong> shone the spotlight on Maccabi’s human capital and on their deep sense of fulfillment and vocation, while at the same time speaking to both the health service provider\u2019s members and the community at large.<\/p>

    To integrate the media language and new values internally and externally. The work plan featured interactive and experiential activities that increased Maccabi\u2019s employees\u2019 involvement while connecting them to the messages. These included meetings with managers, interview and onboarding workshops, a marketing kit for recruiting managers, personal branding workshops, online orientation days for new employees, and more. The goal of these activities was to tell the Maccabi story through its people and hear their true voices so that the wide range of our target audiences would understand that authentic sense of belonging.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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    The great success of both digital and physical activities attests to the genuine involvement of Maccabi employees and the sense of pride they feel for belonging to the organization. Participation was above and beyond expectations and generated great buzz on social media, leading to a sharp increase in the number of job applicants.<\/p>

    Last year, campaigns reached an audience of app 4 million<\/strong> in Facebook and LinkedIn, with more than 200,000 people<\/strong> involved in comments, shares and like to the content delivered in Facebook, LinkedIn, and Instagram!<\/p>

    Here are some other examples of the exposure gained:<\/p>

    Social channels<\/h5>
    • Engagement and involvement \u2013 the activity of Maccabi\u2019s employees in social networks was impressive. Their Facebook and LinkedIn pages were filled with personal stories, videos, podcasts, and pictures. All these reflected their spirit and deep sense of commitment and resulted in great success. Their organic posts reached amazing exposure, with an impressive engagement rate of 30%!<\/li>
    • Major organic exposure — the Maccabi People Facebook page, which was created immediately after the launch of the new employer brand, reached thousands of followers after one year, and exceptional organic success with dozens of Likes, Comments and Shares for each of the posts published, with an emphasis on employees stories of course (and there are still lots of stories to be shared).<\/li>
    • Connecting to the message — thousands of Maccabi employees are connected to the story delivered through the main messages and convey it both internally and externally. They tell their personal stories, share them with friends, and strengthen their bond to the organization.<\/li><\/ul>
      Digital<\/h5>
      • Campaigns based on employee stories \u2013 digital campaigns were a significant factor for the recruitment team, and the main channel for hiring many employees, from doctors and nurses, through pharmacists, to technology professionals. These campaigns are based on the true stories of Maccabi employees, podcasts, pictures, and video clips, which tell their personal journey in the organization and why they recommend working at Maccabi.<\/li><\/ul>
        Communities<\/h5>
        • Maccabi’s nurses\u2019 ambassadors \u2013 an amazing storytellers group of nurses help promote every initiative and recruitment of potential candidates. These are internal ambassadors whose involvement and sense of responsibility made the recruitment \u2018tone\u2019 more authentic, connecting to candidates and creating a sense of identity. In light of their success, Maccabi is currently creating additional communities in other areas.<\/li><\/ul>

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          There is nothing like a crisis to prove the sense of mission and commitment of Maccabi\u2019s people. From the beginning of the pandemic, Maccabi’s personnel were fully committed to fighting the virus, devoting their time to testing people, providing responses to their members, treating patients and, more recently, participating in the national vaccination campaign.<\/p>

          It appears that the employer-branding process was carried out just in time. Internal and external communications and the tools Maccabi obtained reinforced its position, enabling the organization to recruit hundreds of people within only a few months. This meant that the healthcare service provider was ready for the challenges of the \u2018new normal,\u2019 the increasing number of sick people, and for the vaccination campaign. The employer-branding project created a strong human infrastructure for Maccabi, that enables it to optimally cope with its current tasks while gearing towers times of uncertainty and new challenges.<\/p>

          Today, Maccabi continues to provide its members with the best medical service. As for its people, it affords them a stable workplace with job security, comprehensive welfare benefits, and a strong sense of mission.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

          ABOUT Maccabi Maccabi Healthcare Services, the second largest health services provider (HMO) in Israel, is recognized by the public for its innovative medical services, excellent medical treatment, a highly professional team of doctors, nurses, and healthcare professionals, efficient administration staff, and\u00a0 more.\u00a0But not many are aware of the strong sense of belonging and pride that […]<\/p>\n","protected":false},"featured_media":15522,"template":"","case_type":[257],"class_list":["post-15453","case_studies","type-case_studies","status-publish","has-post-thumbnail","hentry","case_type-employer-branding"],"acf":[],"_links":{"self":[{"href":"https:\/\/xtra-mile.co\/ru\/wp-json\/wp\/v2\/case_studies\/15453","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/xtra-mile.co\/ru\/wp-json\/wp\/v2\/case_studies"}],"about":[{"href":"https:\/\/xtra-mile.co\/ru\/wp-json\/wp\/v2\/types\/case_studies"}],"version-history":[{"count":0,"href":"https:\/\/xtra-mile.co\/ru\/wp-json\/wp\/v2\/case_studies\/15453\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/xtra-mile.co\/ru\/wp-json\/wp\/v2\/media\/15522"}],"wp:attachment":[{"href":"https:\/\/xtra-mile.co\/ru\/wp-json\/wp\/v2\/media?parent=15453"}],"wp:term":[{"taxonomy":"case_type","embeddable":true,"href":"https:\/\/xtra-mile.co\/ru\/wp-json\/wp\/v2\/case_type?post=15453"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}