The Challenge: Recruiting nationally with a process that "left a lot to chance"
Rush can't fill its most critical roles from the Chicago market alone. Boomer retirements, fewer people entering healthcare, and competition from four other academic medical centers mean Rush has to source talent nationally, for physicians and also for executive and staff roles.
"Our reach has to be national," said BJ Krech, AVP of Talent Strategy. "We've had to expand our footprint of where we're sourcing candidates from."
But the relocation process wasn't built for that kind of competition. Candidates were pointed to a single mover, or told to pay out of pocket and wait for reimbursement. They got a PDF listing a few realtors and were left to figure it out alone. Reimbursements for site-visit expenses could take up to 45 days, because candidates first had to be set up as vendors just to get paid.
"It was pretty archaic," BJ said. "The candidate experience left a lot to chance."
Behind the scenes, the burden landed on senior leaders. Kara Confer, Senior Director of Faculty & Provider Recruitment, was personally reviewing relocation expenses. A single relocation could involve 15 to 20 receipts, each checked against policy, consolidated, and prepared for payroll. Rush also had no centralized view of what it was spending on relocation.
In a market where Rush and its competitors may be recruiting the same candidate, that gap mattered. "If we're not providing the white-glove treatment up front for both the candidate and their families," BJ said, "we'll miss out on those candidates."
The Solution: Selling Chicago before the offer, and removing friction after it
Rush implemented UrbanBound to make relocation part of how it recruits, not just how it reimburses.
- Engaging candidates before the offer. Rush invites candidates into the UrbanBound platform before an offer is made. They explore neighborhoods virtually and see co-worker insights showing where people in similar roles have lived and which schools and day cares mattered to them. For candidates who have never lived in Chicago, the city becomes exciting instead of intimidating.
- Catching disengagement before it becomes a lost hire. Physicians often sign 6 to 24 months before their start date, and a lot can change in that time. "Time kills all deals," BJ said. UrbanBound shows Rush exactly how engaged each candidate is, so recruiters don't have to hope things are on track. If a physician is 12 months out and hasn't logged in, UrbanBound and Rush reaches out before momentum slips.
- Replacing manual reimbursement. Candidates upload receipts through UrbanBound and are reimbursed in 5 to 7 days. No vendor setup, no scanned PDFs, no back-and-forth conversations.
- Vetted vendors and managed budgets. Candidates choose from pre-vetted, suppliers and realtors, with rebates on closing costs, appliances, furniture, and home warranties. As a result, 9 out of 10 candidates don't use their full relocation budget, and the unused dollars stay with Rush. That makes relocation a more cost-efficient recruiting tool than a sign-on bonus, which costs 100% of its value every time.
The Results: A "well-oiled machine" that helps Rush win top candidates
Faster, friction-free reimbursement. Reimbursement time dropped from as long as 45 days to 5 to 7. "We hear zero complaints now," BJ said.
Senior leaders back to recruiting. Kara no longer processes receipts. "We put candidates into UrbanBound, and we know from there, it's a handoff and we don't have to worry about it anymore," she said. "I know it's working in the background and I know it's working great."
Faster, more confident decisions. Candidates start visualizing their new life in Chicago before an offer, so by the time they get one, the biggest barriers are already addressed: schools, neighborhoods, and a spouse's questions.
What it feels like to the candidate. For Justine Zilliken, System VP of Surgical Services and Procedures, UrbanBound made her move to Chicago effortless.
"The UrbanBound platform is a godsend! Super easy to use, perfectly organized, and it made booking our movers for our home and cars effortless. The wealth of information and resources about our new city and its neighborhoods was invaluable, as were details about living in Chicago, navigating public transportation, and a number of other things you don't think of until you need them. All in one place, all easy to reach."
Justine Zilliken, System VP of Surgical Services and Procedures
A reputation for relocation. "Before UrbanBound, I never heard anyone talk about the relocation experience at Rush in such a positive way," BJ said.
For Rush, relocation is now a competitive advantage. It's how the system wins top talent from across the country and makes their move to Chicago one they're excited to make.
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