Employer Branding Strategy for Healthcare Recruitment

This case study outlines the collaboration between LHC Group and AMS to develop a robust Employer Value Proposition (EVP) strategy aimed at enhancing LHC Group's employer branding in the healthcare sector. The document details the challenges faced in attracting and retaining quality healthcare professionals, particularly registered nurses, amidst a competitive labor market. It describes the process of utilizing storytelling to articulate LHC Group's authentic narrative, which resonates with potential candidates. The AMS Employer Brand Advisory team conducted research, including interviews with employees and competitor analysis, to craft a specialized narrative that highlights LHC Group's core values of care, belonging, and trust. The resulting brand story, 'A career that calls you home,' serves as a foundation for a new career website and a comprehensive employer brand toolkit. The document also presents measurable impacts, including increased social media engagement and decreased candidate acquisition costs, demonstrating the effectiveness of the new branding strategy.