“The shortage of permanent GPs was a constant pressure, and while we had some success in bringing in allied health professionals, keeping them here was a different story. The remote location, combined with the challenges of integrating into a new community, made retention particularly difficult.”
– Heather Pearce, CEO of Thrive Medical
SITUATION OVERVIEW:
Thrive Medical is a healthcare provider based in Broken Hill, a remote region in Far Western New South Wales. The rural setting presents significant challenges in attracting and retaining healthcare professionals, including general practitioners (GPs) and allied health professionals, who are essential for serving an ageing population and Indigenous patients.
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THE CHALLENGE:
At the start of the consultancy, Thrive Medical was heavily reliant on locum GPs due to the difficulty in attracting permanent staff. This created challenges in providing consistent patient care and added financial strain. Additionally, there was a high turnover rate among allied health professionals, including occupational therapists, physiotherapists, and speech pathologists. Many new graduates would leave after a couple of years, making it difficult to maintain a stable workforce and disrupting continuity of care.
THE SOLUTION – Attract Connect Stay in Action:
In November 2023, Thrive Medical engaged Dr. Cath Cosgrave to implement the Attract Connect Stay (ACS) Framework over an eight-month consultancy, concluding in June 2024. The consultancy aimed to address these workforce challenges using the ACS Framework -a structured, evidence-informed approach that complemented Thrive Medical’s person-centred, dynamic culture.
“Working with Heather and her management team was a true delight. Heather’s entrepreneurial spirit and commitment to Broken Hill residents and their healthcare is remarkable. She had already been implementing many of the strategies my research identified as crucial for attracting and retaining talent in rural settings. The consultancy focused on bringing these strategies together into a more systematised approach to maximise their impact,” says Dr. Cath Cosgrave.
The consultancy involved a phased approach, starting with group sessions with the Management and the Advisory Board, followed by individual consultations to address specific needs:
- Engagement and Knowledge Building:
- The process began with workshops and presentations to introduce the Leadership Team and the Advisory Board to the ACS Framework. These sessions included teaching on the critical impact of a candidate’s life stage, career stage, and familiarity with rural living on their decision to accept and stay in a role. This understanding was vital for developing more targeted recruitment and retention strategies tailored to Thrive Medical’s unique challenges, particularly in transitioning from reliance on locums to attracting permanent GPs and reducing turnover among allied health professionals.
- The process began with workshops and presentations to introduce the Leadership Team and the Advisory Board to the ACS Framework. These sessions included teaching on the critical impact of a candidate’s life stage, career stage, and familiarity with rural living on their decision to accept and stay in a role. This understanding was vital for developing more targeted recruitment and retention strategies tailored to Thrive Medical’s unique challenges, particularly in transitioning from reliance on locums to attracting permanent GPs and reducing turnover among allied health professionals.
- Development of Tools and Resources:
- Surveying Staff and Crafting an Employer Value Proposition (EVP): We conducted two surveys to assess current levels of job and personal satisfaction among staff. The insights from these surveys were also instrumental in crafting a compelling EVP that clearly articulated the unique benefits and support Thrive Medical offers its employees.
- Identifying and Valuing Employee Benefits: Based on the survey results and the teachings on life and career stages, we worked with the management team to identify and quantify the benefits offered to staff—such as relocation assistance, flexible working arrangements, and professional development opportunities. These benefits were then integrated into job descriptions to attract the right candidates.
- Creating Tailored Recruitment Campaigns: Ideal Candidate Profiles for vacancies were developed to align with the organisation’s needs. The ICP was used to craft job descriptions and ads to make the recruitment process more effective in attracting ‘ideal’ candidates who were not only professionally qualified but also well-suited to the Thrive Medical’s culture and the Broken Hill community.
- Establishing Sustainable Recruitment Practices: The development of these tools and the clear articulation of employee benefits have provided Thrive Medical with a sustainable approach to recruitment, ensuring alignment with the ACS Framework and long-term workforce stability.
- Revamping the Careers Page:
- To enhance Thrive Medical’s online presence, Dr Cosgrave and with ACS Marketer, Peta Thomson, collaborated to revamp the careers page on Thrive Medical’s website. This was a crucial step in appealing to potential candidates by effectively communicating the benefits of working in a rural setting and the supportive, patient-centred environment at Thrive Medical.
- To enhance Thrive Medical’s online presence, Dr Cosgrave and with ACS Marketer, Peta Thomson, collaborated to revamp the careers page on Thrive Medical’s website. This was a crucial step in appealing to potential candidates by effectively communicating the benefits of working in a rural setting and the supportive, patient-centred environment at Thrive Medical.
- Promotion of the Welcome Experience:
- Rather than establishing a new program, Thrive Medical leveraged the state-based Welcome Experience, which aligns with the ACS framework. This initiative is promoted as a benefit to help new staff (and their family members) relocating to Broken Hill to help them settle into the community and connect with local resources.
“Collaborating with Dr. Cath Cosgrave equipped us with the expertise to develop ‘ideal candidate profiles’ and leverage these insights to craft compelling, concise job descriptions that effectively attract the right candidates.” Sheridan Wicks, Allied Health Manager, Thrive Medical
OUTCOMES:
While the consultancy focused on laying the groundwork for a more structured approach to recruitment and retention, the early signs are promising:
Enhanced Recruitment Campaigns: The tailored job ads and descriptions have led to increased interest and an improvement in both the quality and quantity of applicants, particularly for hard-to-fill allied health positions.
Revamped Online Presence: The updated careers page has made Thrive Medical more appealing to potential candidates, effectively showcasing the benefits of working in this particular rural setting.
Sustainable Recruitment Practices: The creation of Ideal Candidate Profiles, the development of a strong EVP, and the clear articulation of employee benefits have provided Thrive Medical with a sustainable approach to recruitment, ensuring alignment with the ACS Framework.
“Working with Dr Cosgrave was a great opportunity to bring together the strategies we had already been working on into a more cohesive system with a body of evidence to support it. It was also reassuring to see the research behind the work (nationally and internationally) and how this was applied to help attract and support our staff.” Heather Pearce, CEO, Thrive Medical
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Take the Next Step for Your Organisation
Thrive Medical’s experience implementing the Attract Connect Stay Framework demonstrates how a strategic, evidence-based, person-centred approach can transform recruitment and retention in a rural setting. If your rural business faces similar challenges, consider joining our Attract Connect Stay Launchpad Program.
This online program (Done Together or Do It Yourself) will equip you with the tools and strategies needed to effectively attract, onboard, and retain the right talent for your community.
Created by and facilitated by Dr. Cath Cosgrave, this program offers comprehensive support and access to a range of resources—all tailored to the unique needs of organisations operating in rural settings needing to attract skilled workers and professionals from out of region and retain them.
Ready to Transform Your Workforce? Enrol now and start building a more sustainable and effective workforce strategy for your organisation.
