Methodist Le Bonheur Healthcare (MLH) is an integrated health system based in Memphis. NAS partnered with them to develop an employment brand, create a variety of internal and external campaigns and leverage our messaging to attract and retain Associates.
Knowing that culture was a defining factor and competitive advantage for MLH, we focused on Associate testimonials as the basis for our brand. In addition, we wanted to sell the entire MLH system, so we created a campaign (My MLH) to familiarize the system’s acronym. Each iteration of the concept features an Associate and promotes an employment value proposition.
As part of the brand development, NAS directed a photo shoot for MLH. This involved working with a local photographer to brand compatibility and quality images that aligned with our campaign, as well as capturing the personalities and spirit of their Associates.
Once developed, we moved into brand build-out, devising templates for a variety of recruiting needs and platforms. These included print and collateral such as brochures, e-blasts and other online deliverables, and content for various social media platforms.
Bringing back nurses who had left MLH (boomerangs) was a key component of the strategy. We used our My MLH campaign to spotlight an RN who had rejoined the organization. The boomerang campaign included a card, an e-blast and a newsletter, as well as recruiter outreach.
We also refreshed the MLH Associate referral program by combining our employment brand with their internal Power of One messaging. We continued with our focus on Associates, creating colorful posters and referral cards to keep the program top of mind.