Phoenix Children's Hospital

Employer Branding

ASSESS

For years, Phoenix Children's Hospital (PCH) has been Arizona's only hospital dedicated to children. They'd always shared space within another hospital until last year, when they began building their own facility. Our challenge was to develop an employer brand for PCH that would highlight their new location while helping them recruit the health care talent needed to staff it.

STRATEGIZE

We conducted focus groups, both before and after campaign development, among key stakeholder groups such as human resources, nursing, and marketing. The results confirmed our client's unique position in the marketplace as the place in Arizona for health care professionals with a passion for pediatric medicine. This image had also been established through their marketing efforts and their tagline, “Only kids. Only Phoenix Children's Hospital.” Based on these results, we determined we would develop a branding campaign that complemented PCH's marketing brand. We would incorporate the tagline as well as photographs and other elements from their marketing campaign, but interpret them in a way that would create a unique employment voice.

IMPLEMENT

We placed the photographs against a blue sky with clouds and set a “wave” in the headlines to create a soft, positive feel to the ads. We also developed headlines that spoke about the children featured in the advertisements and communicated the incredible rewards that were possible with a career at PCH. These pictures were accompanied by concepts that focused on the wonderful career opportunities only available within our client's new facility. Through local and national print ads, outdoor advertising, radio, collateral pieces, a micro site, and an employee referral program, our campaign established a clear and compelling identity for PCH as a positive career destination for individuals committed to the well-being of children.

MEASURE

Phoenix Children's Hospital filled all the positions they needed for the opening of their new facility in only eight months—and below budget! The campaign's uniform message built their employer brand, enticing talented professionals in nursing, respiratory, radiology, pharmacy, and laboratory to apply for employment. By building a positive relationship with our client's marketing team, we were also able to facilitate the integration of the elements of our branding campaign with their consumer marketing efforts. Their human resources manager noted that, “Bernard Hodes Group's account service, Interactive, and creative teams are reliable, customer-focused, and strategic business partners for PCH. They continually provide cost-effective communications solutions and have leveraged our marketing concepts and resources to build a comprehensive and effective employment branding campaign.”