OVERVIEW

• About BWH and our Talent Challenges which led to our rebranding initiative

• Our five “P”’s for rebranding align with the “why” of our Top Employer designation

• Advertising examples and how they speak to specific employee audience– clinical excellence, professional advancement, and work-life balance

• Video testimonials and social media efforts strengthen the brand and our position

• Return on investment (ROI) and additional initiatives

ABOUT BRIGHAM AND WOMEN’S

HOSPITAL

BWH Clinical Excellence and “Firsts”

• Over 20 years recognized as a Top 10 Hospital by U.S. News and World Report

• First successful human organ transplant (1954); Heart transplant (1984); heart-lung transplant (1992); harvest to transplant 4 organs from a single donor (2000); face transplant (2011); double arm transplant (2014)

• Developed the nation’s first computerized physician order entry system (CPOE) to prevent medication errors

• Biomedical Research Instititute (BRI) is the second largest recipient of National Institute of Health funding; over one-thousand principal investigators

• Partners Healthcare (BWH & MGH) is consistently in the top three recipients in funding from NIH

3/13/2015

BWH RECRUITMENT REBRANDING:

THERE’S NO BETTER PLACE TO BE

Challenges Facing BWH

• Fierce competition for talent within a 2 mile radius (Massachusetts

General Hospital, Boston Children’s Hospital, Dana Farber Cancer

Institute, Tufts Medical Center, Boston Medical Center, Beth Israel

Deaconess Medical Center)

• Increased vacancy rates and demand from hiring managers for

experienced clinical and non-clinical staff

• No “voice” in current recruitment branding linked to the Hospital’s clinical

and research consumer branding campaigns

• Current branding did not speak to the “why” of working at Brigham and

Women’s Hospital

WHERE WE BEGAN

GOALS FOR REBRANDING

• Clearly define the “Why” of working at Brigham and Women’s Hospital

• Command a position that is intriguing and unique

• Humanize the brand to touch prospects in a personal way

• Center on each target group’s mindset and primary drivers for change

• Support the brand position in the Hospital’s consumer campaign

DEFINING OUR FIVE P’S

• People: We all have a story and they are each uniquely our own

• Passion: We are here because we are enthusiastic and passionate

about caring for others

• Professionalism: We believe that only by being the best can we

deliver the best

• Prestige: We are recognized by others for the work we do, the

research we conduct and quality of care we provide

• Pride: We are Brigham and Women’s Hospital: there’s no better place

to be.

CAPTURING A MOMENT IN TIME

There’s no better place to be.

The campaign is from the employee’s perspective—a day in the life, a minute

to minute diary of what it’s like to work at Brigham and Women’s hospital. No

matter where an employee is or what the employee is doing, it soon becomes

clear why working at BWH is extraordinary.

Visually compelling, we captured a feeling of movement to help echo the

exciting pace of the Hospital, each different moment in time will give us reason

to extol the many virtues and rewards of working at BWH—and why, without a

doubt: there’s no better place to be.

ESSENTIAL COMPONENTS

• Enhanced careers web site including new content and

functionality

• Meeting and Career Fair tools (display stands, print materials)

• Print advertising campaigns via local community channels

• Social media (Glassdoor, Facebook and LinkedIn pages)

RETURN ON INVESTMENT

• High level of employee participation in testimonials,

interviews and committee oversight

• Surge in employee referrals since campaign launched (no

referral bonuses are paid)

• Reduced vacancy rates despite hospital growth

• Additional candidate pipelines from schools who place

students to work in unpaid internships at BWH

ADDITIONAL INITIATIVES

• Two day new leader assimilation training with an emphasis

on Service Excellence Interview Questions:

• Commitment to Providing High Quality Customer Service

• Professionalism

• Respect

• Initiative

Hire for attitude and train for skill

CONCLUSION

• Rebranding tied all levels of the organization together to

answer the “why” of working at BWH—our five P’s:

» People

» Passion

» Professionalism

» Prestige

» Pride

• New Leader Assimilation Program

• Service Excellence Interview Questions