Employer-of-Choice Employer Branding

CHALLENGE

A nationally recognized healthcare system needed to differentiate itself from other major healthcare organizations by positioning the system as an employer-of-choice focused on employees who are driven to achieve excellence.

SOLUTION

We created and executed a comprehensive employer brand campaign that centered on performance at the highest levels. The campaign broke from traditional healthcare imagery and writing by incorporating a vibrant and compelling sports-themed approach to communicating the system’s proven leadership in patient quality and safety.

Tactics included:

  • Use of vibrant images along with compelling writing to express the employer brand strategy of the metaphor of excellence
  • Reworking job descriptions to fit the new branding strategy
  • Campaign included recruitment ads, banner ads, microsites and landing pages

IMPACT

Positioned client as one of the top healthcare systems in the country.

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