Archetype Employer Branding


A large healthcare system wanted to strengthen their employer brand by bringing together the cultural needs of more than a dozen facilities within their system under one unifying employer brand theme.


We created an archetype employer branding campaign focusing on the dominant personalities of top performers within the system. The archetype personality profile that emerged centered on high achievers, a high value of the system’s mission of service and strong sense of teamwork.

Tactics included:

  • Conducted stakeholder interviews, including recruiters, hiring managers
    and executives
  • Used actual experiences and input from employees
  • Created full employer brand campaign including recruitment ads, journal ads, interactive banners ads, ecards, direct mail and collateral materials


  • Identified archetype models including a focus on achieving, teamwork and connections to the system’s mission and a multicultural environment
  • 250% increase in applications
  • 50% decrease in the cost of recruitment advertising per applicant
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