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
Branding for the Future
N U R S I N G
AT
Employer Branding
M I C H I G A N
The System You Want.
Tendai RN, MSN Clinical Nurse I
The Benefits You Want.
CHALLENGE University of Michigan Health System (UMHS) is a decentralized organization with world-class clinical credentials, but without a correspondingly distinct employer brand - until recently. The process began in 2003, when UMHS developed a workforce investment plan focused on the workforce of tomorrow. The statistics were daunting: a large portion of their workforce was nearing eligibility for retirement; there were fewer new applicants to the workforce; and enrollment in their allied health and nursing education programs had decreased. Added up, these factors created the “perfect storm.” UMHS knew they needed to do everything possible to staff for the future by clearly communicating their assets as an employer.
U of M Nursing Fall Career Fair Sunday – October 16 • Noon – 3 P.M. The Future You Want.
Towsley Center in the University Hospital Free Parking in Structure A (Patient Visitor Parking) Tour our facility at 1 pm or 2 pm
Opportunities available on most units and in home care. Send us your resume by Friday, Oct. 7 to be considered for In andion-site interview. vi Passidual o Call us 24/7: n.
1-877-NURSE UMHS Email:
NurseRecruit_UMHS@med.umich.edu visit: BOr reak Tech through www.med.umich.edu/nursing/ nolo gy.
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SOLUTION UMHS partnered with JWT INSIDE to identify the organization's unique employer value proposition. Understanding what makes employment at UMHS distinct and special led to the creation of the employer brand message:
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People working at UMHS can make a difference, because, at U of M Health System…The Difference Is You.
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To communicate their employer brand message, we then developed a creative execution that consistently reinforces the many benefits of employment at UMHS identified throughout the branding process:
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Individual Passion. Breakthrough Technology. Amazing Success. Personal Drive. Respected Expertise. Unprecedented Results. Attainable Dreams. Acclaimed Resources. Remarkable Leadership.
Individual Passion.
Breakthrough Technology.
Amazing Success.
www.med.umich.edu/careers A Non-Discriminatory, Affirmative Action Employer
The Difference Is You.
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Every candidate communication we develop, from advertising to the Web, now tells each prospect: You definitely belong at U of M Health System. Here you'll be part of a supportive team that keeps you on track to professional fulfillment and personal rewards. At U of M Health System, The Difference Is You.
RESULTS Communicating the essence of the employer brand has clearly positioned UMHS in the mind of their target audience as the health care system where people can build their careers. The employer brand messaging mirrors the health system's marketing campaign, and provides a platform for all recruitment and retention functions. According to Jan Mulcrone, HR Director, UMHS, “Leveraging our name and reputation to ensure our ability to have the workforce for tomorrow is a vital component of our workforce investment strategy. Creating a brand message that is recognizable and a real reflection of our culture and values positions us for success.”
www.jwtinside.com