branding for the future

Employer Branding

Branding for the Future

CHALLENGEUniversity of Michigan Health System (UMHS) is a decentralizedorganization with world-class clinical credentials, but without acorrespondingly distinct employer brand - until recently. The processbegan in 2003, when UMHS developed a workforce investment planfocused on the workforce of tomorrow. The statistics were daunting: alarge portion of their workforce was nearing eligibility for retirement;there were fewer new applicants to the workforce; and enrollment intheir allied health and nursing education programs had decreased.Added up, these factors created the “perfect storm.” UMHS knew theyneeded to do everything possible to staff for the future by clearlycommunicating their assets as an employer.

SOLUTIONUMHS partnered with JWT INSIDE to identify the organization's uniqueemployer value proposition. Understanding what makes employment atUMHS distinct and special led to the creation of the employer brandmessage:

People working at UMHS can make a difference, because, at U of M Health System…The Difference Is You.

To communicate their employer brand message, we then developed acreative execution that consistently reinforces the many benefits ofemployment at UMHS identified throughout the branding process:

Individual Passion. Breakthrough Technology. Amazing Success. Personal Drive. Respected Expertise. Unprecedented Results. Attainable Dreams. Acclaimed Resources. Remarkable Leadership.

Every candidate communication we develop, from advertising to theWeb, now tells each prospect: You definitely belong at U of M HealthSystem. Here you'll be part of a supportive team that keeps you on trackto professional fulfillment and personal rewards. At U of M HealthSystem, The Difference Is You.

RESULTSCommunicating the essence of the employer brand has clearly positionedUMHS in the mind of their target audience as the health care systemwhere people can build their careers. The employer brand messagingmirrors the health system's marketing campaign, and provides a platformfor all recruitment and retention functions. According to Jan Mulcrone,HR Director, UMHS, “Leveraging our name and reputation to ensure ourability to have the workforce for tomorrow is a vital component of ourworkforce investment strategy. Creating a brand message that isrecognizable and a real reflection of our culture and values positions usfor success.”

U of M Nursing Fall Career Fair

Sunday – October 16 • Noon – 3 P.M.Towsley Center in the University Hospital

Free Parking in Structure A (Patient Visitor Parking)Tour our facility at 1 pm or 2 pm

N U R S I N G A T M I C H I G A N N U R S I N G A T M I C H I G A N

Tendai RN, MSNClinical Nurse I

Opportunities available on most units and in home care.Send us your resume by Friday, Oct. 7

to be considered for an on-site interview.

Call us 24/7:

1-877-NURSE UMHSEmail:

NurseRecruit_UMHS@med.umich.edu

Or visit: www.med.umich.edu/nursing/

The SystemYou Want.

The BenefitsYou Want.

The FutureYou Want.

A Non-Discriminatory, Affirmative Action Employer

“We set the bar so that

when we send patients

out to their respective

physicians, we’re setting

a standard here.”

Theresa

Licensed Practical Nurse

Ambulatory Care Services

“Every day is different,

even the treatment of the

same patient each day is

different.You never know

what each day holds.”

MikePhysicalTherapist

Rehabilitation Services

“I looked for a hospital

with a reputation, and

this hospital’s reputation

speaks for itself.”

Harvey

RN Clinical Nurse II

Nursing

IndividualPassion.

BreakthroughTechnology.

AmazingSuccess.

The Difference Is You.

“The MRI department is a

very stimulating place to

work, because you’re always

doing new technology

always broadening your

knowledge.”MarciaRadiologicTechnologist

Radiology & Imaging Services

“U of M provides you

with an excellenteducational opportunity.

We’re trained to stay on

the cutting edge oftechnology.”Jen

Outpatient PhysicalTherapistRehabilitation Services

“I’m proud to be making a

difference in the lives of the

kids I see, helping them

become more independent

and getting them back to

their lives.”DonnaOccupationalTherapist

Rehabilitation Services

You

BreakthroughTechnology.

AmazingSuccess.

IndividualPassion.

A Non-Discriminatory, Affirmative Action Employer

www.med.umich.edu/careers Th

eD

iffer

ence

IsYo

u.

A d v a n c i n g E m p l o y e e E n g a g e m e n t

www.jwtinside.com