IFGH 2012: Branding- A Marketing Strategy Sets the Stage for Health Worker Retention at ICDDR, B

January 30, 2012

 

Authors:Mujahid H.


Author Affiliations:International Centre for Diarrheal Disease Research, Bangladesh (ICDDR, B)

Option 2– Lessons from the field; project and programme evaluations; and syntheses or analyses Presented as – Poster

Issues:

Workforce retention is one of the important challenges for the organization. In a country like Bangladesh where there is an acute shortage of qualified health work force, the retention becomes the biggest challenge for the public and non-profit organization. How the marketing brand model has been replicated as employer brand management model, that helped ICDDR, B in setting the stage for workforce retention, will be presented.

Description:

Organizations are developing their retention strategy using various models and tools. Amongst the other tools, branding has been considered as one of the retention strategy. At ICDDR, B, taking the lesson from consumer brand, we build the employer brand to motivate our internal customers, i.e. employees, in order to binds them with the organization. . The marketing principles are used to develop branded employment product which induces affinities and loyalty of health workforce to bind with the organization and assure retention.

Lessons learned:

Borrowing the marketing tools of branding and applying the principals in the field of people management, how an organization has been successful in reducing the workforce turnover; the lesson learned at ICDDR, B can be a model for other organization. By analyzing different data on staff turnover and exit interview responses, it was found very low turnover rate considering the industry average.

Next steps:

The findings will show how an organization has been successful in reducing the staff turnover; can be a model for other organization.

RECENT POSTS

Climate Change: Implications for Health and the Healthcare System 

Date of Event: November 18, 2021 Time: 1:00 – 2:30s pm...

Global Partnerships & Networking in a Time of Change 6th Partnership Forum 2021

ESTHER Ireland invites you to join the 6th Partnership...

The HIV and AIDS Pandemic 40 years on

The HIV and AIDS Pandemic 40 years on: Ireland’s...

Women in Global Health Ireland Public Strategy Meeting

Date: 6th July, 2021 Time: 13:00 – 14: 30 Irish...

Campaign Launch: People’s Vaccine Alliance Ireland

Campaign Launch: People’s Vaccine Alliance Ireland Date:...

Global Health Matters – Live Event Series

The Implications of Ireland’s Low Carbon Bill on...

SEARCH HERE

Subscribe to Newsletter

Sign up to become a member and receive our weekly updates