Employer Branding for a University Hospital

Pflege zeigt Charakter

Services

BURN Position^®
Employer Brand
Story & Messaging
Recruiting Campaign
Employer Branding Videos
Landing Page

Industries

Healthcare

Challenge

How do you recruit 300 nurses? As a maximum care provider, the University Medical Center Schleswig-Holstein (UKSH) offers the full spectrum of modern medicine and highly personalized care in 80 clinics and institutions – making it indispensable for the people of Schleswig-Holstein. To address the shortage of nursing staff, a comprehensive image and recruiting campaign was to be developed – one that does justice to the nursing profession while clearly communicating the value of UKSH as an employer and establishing it as an attractive, long-term workplace.

Solution

In 30 employee interviews and a competitor analysis, SANMIGUEL uncovered valuable insights that led to an authentic, appealing and unique Employer Value Proposition: UKSH offers each individual maximum opportunities to shape their career path and fosters appreciation for every team member. For the campaign under the motto “Nursing shows character,” a photo shoot was conducted with real employees – showing their professional and personal sides. Based on the strong visual storytelling, a comprehensive cross-media campaign was created, including recruiting films, landing pages, print and digital ads, display ads, and social media content.

Result

The ads of this hybrid campaign stand out: they’re friendly, authentic, and resonate both internally and externally. Within the first 2 months, the campaign already generated over 100 applications!