How an Employer Value Proposition (EVP) directly supports health system growth by effectively attracting and retaining career-focused team members.
Client background
Nebraska Medicine is a comprehensive regional health network employing over 9,000 healthcare team members across 70 specialties and primary care.
Proud to be a Forbes “Best in State Employer,” they became concerned when observing a continual decline in employee engagement and a rise in open staff positions.
These key staffing indicators suggested they had not yet fully overcome the recruitment and retention challenges brought on by the COVID-19 pandemic.
A publicly well-regarded health brand, leadership recognized that devoting resources to an equally well-regarded employer brand would directly address their current staffing concerns, future-proof a quality staff pipeline with a career-focused culture, and ultimately play a pillar role in supporting their overall growth as an organization.
Empowered by senior leadership to identify solutions, the marketing and HR departments convened a cross-departmental team of internal stakeholders representing themselves, IT, and DEI to contribute toward reimagining the employer brand.
With these key points of view represented, the internal marketing team additionally identified the need for an external partner view to aid in distilling and connecting these unique perspectives into a unified plan.
The Unlock solution
In partnership with the internal teams, Unlock proposed utilizing our proven BrandNEXT® process: leveraging existing collective insights in the creation of an EVP to inform a communications action plan that resonates with top talent and overcomes their staffing challenges.
Building a trusted workplace brand known for supporting career-focused healthcare professionals provides Nebraska Medicine with the critical, long-term value of a reliable staffing pipeline of top talent, which will ultimately allow the organization to continue its growth trajectory.
STRATEGIC PLANNING
EMPLOYEE RESEARCH
COMMUNICATIONS ACTION PLAN
The results
The completed EVP, informed by Nebraska Medicine’s guiding principles and core commitments to its employees, created the genuine and meaningful evolution of the employer brand leadership was looking for. Nebraska Medicine’s EVP — Together. Extraordinary. — reflects a reciprocal promise and commitment between Nebraska Medicine and the employees, fostering ongoing recruitment and retention for the long-term.
- Page visits to the Careers landing page and contact form increased by 41% while external hires increased by 22%.
- Efforts to improve job satisfaction and engagement are working, with voluntary turnover improving by over 15%.
- Improvements to the onboarding processes, training, and initial employee experiences resulted in a 14% improvement to first year turnover rates.
The accompanying creative campaigns further provided Nebraska Medicine a competitive in-market edge, distinguishing themselves with top talent as the healthcare employer of choice in the region.
