Employee Recruitment Campaigns in Healthcare

Part
01
of seven
Part
01

Advocate Medical Group

Advocate Medical Group's explicit employee recruitment efforts lie on their website pages devoted to recruiting new employees and some videos aimed at attracting new employees. The group's social media and digital channels are not focused on recruiting future employees but rather communicating their brand. However, in searching through social media and digital channels, some helpful insights were gathered that may explain the messaging, tonality, communication of benefits, calls to action, and reasons to believe. These insights may supplement the information found on their job web pages related to open jobs. Additional details have been entered into the attached presentation.

Messaging

Social Media

Digital Sites

  • Advocate Medical Group's LinkedIn site shares the same information distributed to the above social media channels.
  • However, the LinkedIn site also advertises open positions at the Advocate Medical Group.
  • The recruiting messaging surrounding these open positions describe the positions as contributing to ensuring healthier spaces for patients and reducing the environmental footprint of the group's facilities. This message is unrelated to the type of position advertised, e.g. clinical practice specialist or registered nurse.
  • Advocate Medical Group recruits on Glassdoor. The job positions are very straightforwardly described in terms of duties, experience, and required credentials without any messaging designed to get potential employees excited about working at Advocate.
  • The overall employee rating of the Advocate Medical Group, on Glassdoor, is 2.8/5 stars.
  • Among the comments posted are "Nice culture, with kind people to work with," "Provide a transparent structure for pay scale increases and raises based on employee performance . . .," "coworkers are the best, welcoming, and always willing to help . . .," "Good Benefits and Competitive Salary."

Communicating Benefits

  • The Advocate Medical Group's website for future employees explains, generally, the benefits of working for the group.
  • The benefits include a collegial environment, reimbursement for continuing medical education, competitive benefits, low attrition rates among staff, ample support staff to free up physicians to focus primarily on patient care.
  • The recruitment website also links to a page that enumerates a variety of awards, recognition, opportunities for research, and ratings (i.e., top provider/top center).
  • A fuller picture of employee benefits is published on Glassdoor's review of the Advocate Medical Group. Among these benefits are Health and Dental Insurance, Performance Bonuses, 401K plan, stock options, Maternity and Paternity leave, work from home, Tuition assistance, gym membership, etc.

Tonality

Language

  • Part of the brand of the Advocate Medical Group is to refer to their health professionals, pharmacists, volunteers, etc., as "advocates."

Calls to Action

  • As discussed above, the open jobs advertised on Linked In hopes to call potential employees to be part of a movement to reduce the environmental footprint of the Advocate Medical Group's facilities, while working toward healthier spaces.
  • On their "jobs" page, Advocate Medical Group shares a video that calls to action those individuals, with exceptional skills, looking to be part of an incredible team, to apply.

Reasons to Believe

  • Again, on the group's pages dedicated to describing careers are badges that showcase awards that ranked the Advocate Medical Group as a top place to work or a place that values diversity.
  • Another of the group's web pages notes that low attrition and high satisfaction rates of physicians.
  • Another of the group's page, focused on the culture, enumerates several awards and achievements since 2017, a video (which is a parody of a Beyonce song) to show the joy of an advocate's experience.
  • Lastly, on the same web page discussed above, the Advocate Medical Group explains their initiatives to attract and support a diverse workforce.

Research Strategy

The team focused on the social media channels--YouTube, Instagram, Facebook, and Twitter--to look for any health care professional recruitment campaigns in the past year (2019-2020). We hypothesized that Advocate Medical Group would use these social media channels to inspire high-quality applicants to apply for open positions by creating a compelling marketing strategy communicating the value proposition in becoming an "advocate" or team member. None of the content shared on these channels, however, was designed as part of an employee recruitment campaign.

We next turned to digital sites, such as LinkedIn, Glassdoor, or Indeed--places dedicated to sharing job openings, company reviews by employees, and campaigns (especially LinkedIn) designed to attract talented applicants to apply. By a campaign, we meant a concerted effort to communicate the distinct advantages, benefits, and unique opportunities afforded to "advocates." However, on all of these digital sites, jobs were posted with fairly standard lists of qualifications. The LinkedIn job announcements, however, did offer information that seemed intended to attract like-minded individuals looking to be environmentally responsible.

Thirdly, we turned to advertising databases (e.g., Effie, Spot.TV, Mobile Marketing Association, and We Love Ad) with the assumption that we might be able to locate an employee recruitment campaign on more traditional media channels, i.e. television or radio. We found only one example of media spots for the Advocate Medical Group, specifically, Advocate Aurora Health on We Love Ads. However, of the four ads collected on this database, not one was aimed at employee recruitment.

Hence, the team tried to find many of the details surrounding Advocate Medical Group's employee recruitment efforts--i.e., messaging, communication of benefits, tonality, calls to action, etc.--by paying closer attention to content disseminated on the social media channels--content that may not have necessarily been created to attract employees, but that nonetheless communicated important messages/benefits/calls to action regarding being an employee. We also compared the information we gleaned from those social media channels to the more explicit content provided on the company's website as well as information (especially benefits) on glassdoor.
Part
02
of seven
Part
02

Amita Health

AMITA Health's brand promise around employee recruitment, as communicated on its website, is to ensure 'mission-driven recruitment' that guarantee equal opportunities for all. On its website and social media sites, the company promotes itself as a workplace with a culture of teamwork, compassion, safety, and excellence. Additional details have been entered into the attached presentation.

Key Messaging (Target Audience).

  • The messaging in AMITA Health's careers page targets prospective health practitioners looking to join the company and join the larger team of professionals, including nurses, medical assistants, patient care technicians, and respiratory therapists, among others.
  • Here is an example of a statement from the website, "….outstanding people have earned AMITA Health numerous awards, national rankings, and a respected reputation as a community of caregivers engaged in the communities we serve".
  • The messaging portrays AMITA Health workplace as an 'equal opportunity employer' that is productive and well-performing, to the extent of earning awards and national rankings. The company is portrayed as a prestigious place to work. The posts about open positions in the website portrays the company as a hub of opportunities.
  • AMITA Health's messaging is consistent across social media (such as Facebook) and other media sites such as LinkedIn, Indeed and Glassdoor where it portrays itself as one of the leading health systems in Illinois and a great place to work.
  • On Facebook and Twitter, AMITA’s recruitment related posts target the company’s followers interested in starting their career as healthcare professionals.

Communication of Benefits (Promotions and 'Sweeteners')

  • The company promotes itself as a values-driven workplace with teamwork as one of those values.
  • The company states that its work environment is defined by a culture of compassion, safety, and excellence.
  • It further says that its workforce is a group of highly talented peers committed to caring for patients with the utmost kindness, patience, and empathy.
  • AMITA Health describes itself as being diverse and inclusive in its recruitment process, stating that it is "an equal opportunity employer of minorities, females, protected veterans, and individuals with disabilities.
  • The company states that it ensures 'mission-driven recruitment' and outlines various benefits that its employees stand to enjoy while working with them. Some benefits highlighted include paid time off, medical plan, life insurance, employee assistance, and wellness programs, among others
  • On Glassdoor, the company promotes itself as "the largest health system in Illinois," detailing the number of its locations, number of employees, and networks, etc.
  • There is no indication of promotions and sweeteners on social media around the recruitment process that have been posted in 2019 or 2020. However, posts on career and job openings have links to the website, from which interested persons can get information on the benefits of working at the company and well as the recruitment process.

Tonality

  • The tone in the company's recruitment page is that which is convincing and persuasive, highlighting the nature of the company's work environment and workplace expectations.
  • For instance, it is stated that "our doctors, nurse practitioners, and physician assistants serve a large group (approximately 500,000) of patients across the northwest and western suburbs of Chicago."
  • The language used and content point to the possibility and efforts by the company to let prospective candidates know what to expect of the work environment.
  • The 'Getting Hired' section of AMITA's website takes an instructional tone, providing application and interview tips.
  • On Glassdoor, AMITA Health first takes a persuasive tone when describing the facility (as the largest in Illinois) and an assertive tone when stating its commitment to the highest quality and faith-based care.
  • The posts on Facebook generally take an informative tone, providing details on interview dates, and scheduled career fairs. Such posts also elaborate and contain links to be followed for purposes of registration.
  • On Twitter, there is the use of an inviting tone, welcoming specific professionals to organized career events.

Call to Action

Communication of Brand Promise

  • On the careers page, AMITA asserts its brand promise of 'mission-driven recruitment' and in a manner that is convincing and all geared towards portraying the brand as a talent community that is diverse and inclusive, productive and excels in its services.
  • It also communicates that it is an 'equal opportunity employer' that provides career advantages that everyone can appreciate.
  • On LinkedIn, AMITA Health's posts about job openings and a list of criteria that it expects the candidates to meet. The set criteria show the company's commitment to its brand promise of ensuring mission-driven recruitment.
  • While AMITA Health has not included any profile information on Indeed, each of the job postings on the page has a link that directs prospective candidates to the company's website from which they get information on the brand purpose, benefits of the company's work environment and additional information it's careers and recruitment process.
  • The company further communicates its brand purpose as a diverse team committed to "delivering the most efficient, the highest quality, faith-based care possible and respecting the faith traditions of all people."
  • On social media, AMITA Health is more interested in communicating organized events, and there is little that is communicated on the brand purpose around employee recruitment efforts.
Part
03
of seven
Part
03

Smile Direct Club

The key messaging of Smile Direct Club's employee recruitment activities are the same across all platforms and it portrays that it hires people who align with the company's values and goals, which is about spreading smile across the world. These employee recruitment efforts are detailed below, as well as in the attached presentation.

Smile Direct Club's Website

1. Key Messaging

  • The company's messaging on their website shows the importance that they give to hiring people who align with the company's values and goals. Some of the key messaging in their web page is mentioned below:

2. Communicating Benefits

  • Through its website's careers page, Smile Direct Club is portraying that they have made hundreds and thousands of smiles around the world since they started their operations in 2014.
  • They are inviting talented individuals across various domains to be a part of their team and assist them in achieving their goals of spreading smiles around the world.
  • They have also added images of their employees having fun in their offices under #lifeatsdc hashtag.
  • All job openings in the career opportunities' page of Smile Direct Club begin with the company's belief regarding everyone deserving a smile and a job they love.

3. Tonality

  • Smile Direct Club's careers and career opportunities' page portrays an employee-friendly tone throughout the page.

4. Call-To-Action

  • Smile Direct Club's careers page starts with a "Join our team." call-to-action.
  • One of their other call-to-action invites the careers page visitors to check out the great opportunities and follows up with a clickable button titled "Opportunities".
  • Smile Direct Club's career opportunities page, which is hosted on ICIMS, invites job applicants to join their talent community through a call-to-action if they don't find any current opportunities which match their skills, interests, and qualifications. The call-to-action on this page indicates "Click here to join our Talent Community for Future Grinners".

5. Promotions and Sweeteners

  • Each job opening at Smile Direct Club's website starts with portraying their career opportunities as a dream career that the respective job applicant desires through messaging like "everyone deserves a smile they'll love — and a career they'll love".
  • The company states in all of their job openings that they are empowering transformation.

6. Communicating Brand Promise

  • The company communicates brand promise to the job applicants through portraying the importance of their employees in the company by calling them "smile makers" in their website and showing images of their smiling employees on their careers page as their brand promise is to spread a smile around the world.

Smile Direct's Social Media Pages and Profiles

  • Smile Direct Club has not posted any career opportunities or any recruitment-focused posts on their Facebook, Instagram, and Twitter accounts from 2019 to 2020.

Other Digital Media

1. Key Messaging

  • The key messaging across their LinkedIn and Indeed posts are the same as their messaging across all platforms. Their posts across other digital media portray that they hire people who align with the company's values and goals, which is about spreading smile across the world. Some of the key messaging are mentioned below:
  • They have posted various creatives and videos to announce job openings in their LinkedIn page.
  • Some of the job openings that Smile Direct Club posted on their LinkedIn page in 2019-2020 were for Nashville location. One of their posts on LinkedIn invites interested job applicants to apply for various job opportunities in their company through a video posted on the occasion of their fifth year anniversary.
  • Smile Direct Club is targeting its followers on LinkedIn, and they are also trying to reach out to LinkedIn users who follow various hashtags like #Nashville, #Greater Nashville, #milestone, #grow, and #smile.
  • The company has also posted on Indeed and one of their posts was targeted at people in Nashville to promote internship opportunities in their company.

2. Communicating Benefits

  • Smile Direct Club portrays itself as a smile-worthy company when posting recruitment-related posts and creatives on LinkedIn.
  • They also post on LinkedIn to show that Smile Direct Club is an innovative, collaborative, and inclusive company.
  • The company posted on LinkedIn about being selected by Achiever to be one of the 50 most engaged workplaces in the United States in 2019.
  • Smile Direct Club also posted on Indeed to show that they are an award-winning workplace as they were recognized across four different categories (Best Leadership Team, Best Company for Development, Best CEO for Women, and Best CEO for Diversity).

3. Tonality

  • Smile Direct Club portrays friendly and inviting hiring process at the company through its messaging on LinkedIn and Indeed. Each of their post on these digital media shows that their aim is to spread smiles wherever they operate and that their employees are a big part of their success.

4. Calls-To-Action

  • Smile Direct Club posted hiring and job opportunity-related videos and creatives on LinkedIn in 2019-2020 and some posts had call-to-action sections as below:
  • Smile Direct Club isn't very active on Indeed and has posted only a handful of times. Some of their Indeed posts had call-to-action as below:

5. Promotions and Sweeteners

6. Communicating Brand Promise

  • Smile Direct Club communicates brand promise on digital media like LinkedIn and Indeed through hashtags and keywords like smile-worthy career, grinning, smiles, cultures, etc.

Other Media

  • Smile Direct Club has not posted any career opportunities or any recruitment-focused initiatives on any other type of media (e.g magazines, newspapers, etc) that are made publicly available through online sources.

Research Strategy:

The information on Smile Direct Club's employee recruitment efforts is not available on its social media platforms and other media sources (newspapers, magazines, etc). To find this information, we checked its social media profiles and pages on various social media platforms like Facebook, Instagram, and Twitter. We reviewed its posts across these social media platforms from 2019 to 2020. However, there were no such employee recruitment posts from these sources. We found that the company's last posted employee recruitment creatives were in 2017 and 2018. We also used tools such as Twitter's advanced search tool, Facebook's keyword search tool available on individual pages, and Instagram's search tool like Gramfind to confirm if the company posted such recruitment-related initiatives during the period of 2019-2020. However, none of such posts were available during this period.

We looked into the press release section of Smile Direct Club's website to find the employee recruitment initiatives of Smile Direct Club on other types of media like newspapers, magazines, etc. However, no such coverage was mentioned or provided by the company in press release section of the website. We also checked on local news websites of Nashville, Tennessee, etc, where the Smile Direct Club has been hiring currently and have hired in the past during the 2019-2020 period. Our aim was to check for any local hiring-related news sponsored by Smile Direct Club. However, no such media coverage was found during the research.

In the absence of this information about recruitment initiatives that the company may have published in local newspapers, local magazines, and/or got aired on local radio stations, other details pulled together from the company's website and other digital media platforms were then consolidated as presented above.
Part
04
of seven
Part
04

Clear Choice Dental

The key messaging that ClearChoice Dental Implants considers for its employee recruitment activities focuses on the innovative and life-changing nature of the company. Spread across all its job advertisement platforms, ClearChoice portrays itself as an institution that gives employees the opportunity to discover themselves, and deliver better patient experience. These employee recruitment efforts are detailed below, as well as in the attached presentation.

Company Website

Key Messaging

  • On its career page, ClearChoice portrays itself as an employer who delivers better patient experience through innovative procedures. It describes itself as “one of the national leaders in dental implants.” The messaging is targeting individuals from different career fields who have experience in several job opportunities, including prosthodontist, sales consultancy, technicians, surgeons, assets coordinators, and management.
-"We’re restoring smiles and rebuilding confidence"
-"We help people discover a better way to a life-changing, new smile"

Communicating Benefits

Tonality

Calls for Action

  • On the company’s career page, there is an invitation link, “View Open Positions,” which directs potential employees to view available job openings.
  • On each career opportunity's page, ClearChoice invites its potential employees to “apply for this position” after the job description. At the end of the page, there is a “submit application” call-to-action.

Communicating Brand Promise

Social Media

Other Digital Media

  • ClearChoice Dental Implants has posted several career opportunities to its digital media platforms, including Glassdoor, LinkedIn, and Indeed.

Key Messaging

Communicating Benefits

Tonality

  • ClearChoice Dental Implant uses an inviting tone, which portrays the company as an employee-friendly institution that meets the needs of every individual worker, while ensuring that they grow professionally.

Call to Action

  • On its LinkedIn page, ClearChoice Dental invites potential employees to grab the opportunity of working by giving its Recruiting Department a call today at 303.744.7496."
  • Most of the company’s job postings on Glassdoor and Indeed had “Easy Apply” and “Apply Now” call-to-action phrases prompting potential employees to go ahead and apply to the career positions.
  • On its Indeed postings, ClearChoice also has a “follow” link where employees are able to follow the company for job updates.
  • On its Glassdoor page, the company has added images of its employees enjoying their duties in different offices.

Communicating Brand Promise

Research Strategy

The information on employee recruitment efforts of ClearChoice is not available on its social media platforms and other media sources (newspapers, magazines, etc). To find this information, we checked its social media profiles and pages on various social media platforms like Facebook, Instagram, and Twitter. We reviewed its posts across these social media platforms from 2019 to 2020. However, there were no such employee recruitment posts from these sources. We found that the company's last posted employee recruitment creatives were in 2017. We also used tools such as Twitter's advanced search tool, Facebook's keyword search tool available on individual pages, and Instagram's search tool like Gramfind to confirm if the company posted such recruitment-related initiatives during the period of 2019-2020. However, none of such posts were available during this period.
We looked into the press release section of ClearChoice Dental's website to find the employee recruitment initiatives of company on other types of media like newspapers, magazines, etc. However, no such coverage was mentioned or provided by the company in press release section of the website. We also checked on local news websites where the company has been hiring currently and have hired in the past during the 2019-2020 period. However, no such media coverage was found during the research.
In the absence of this information about recruitment initiatives that the company may have published in local newspapers, local magazines, and/or got aired on local radio stations, other details pulled together from the company's website and other digital media platforms were then consolidated as presented above.

Part
05
of seven
Part
05

Cedars Sinai

Cedars Sinai's efforts to recruit new employees focus on their ability to provide employees with a workplace culture that is supportive and focused on professional development opportunities and that gives employees an opportunity to make a difference in the lives of their patients by providing the best care possible. Cedars Sinai has received several awards that demonstrate their desirability as a place to work, including winning Magnet designation by the American Nurses Credentialing Center five years in a row, which is a nationally recognized symbol of excellence in nursing workplace culture and patient care.

Recruiting Channels

  • Cedars Sinai Website: Cedars Sinai is military and Veteran-friendly and engages in a partnership with the Department of Defense to employ spouses of active-duty members of the military and is focused on recruiting and retaining veterans of the military.
  • Cedars Sinai Website: Working at Cedars Sinai gives employees opportunities to be a part of an organization that holds professional development, practice excellence and patient care as key aspects of their operations in every area of employment. As they state, “At Cedars-Sinai, we take pride in hiring the best, most passionate professionals, and we are committed to creating a dynamic, inclusive environment that fuels growth and innovation.”
  • Magnet Designation: Cedars Sinai has earned five consecutive years of Magnet designation for Nursing. Magnet is a very highly regarded and difficult to achieve designation. According to the American Nurses Credentialing Center, working for a Magnet-designated organization demonstrates an ability to attract and retain the best nurses and provide a high level of patient care and quality.
  • LinkedIn: Cedars Sinai is a place where employees can “Make a difference every day” and be served by the organization as well “Cedars-Sinai Works For Me”.
  • Twitter: Cedars Sinai is “An international leader in providing the highest quality of patient-centered care, pioneering new treatments, and serving the community.”
  • Facebook: “Becoming part of a team at the forefront of medicine influences many to join our workforce, as does our dedication to providing the gold standard in care. The unique experience of working at Cedars-Sinai makes people stay.” “When the work you do every day has a crucial impact on the lives of others, every effort, every detail and every second matter. That’s why our staff members devote every ounce of their heart to all that they do at Cedars-Sinai.”
  • You Tube: “At Cedars-Sinai, we are driven to be more than just a hospital. We strive to provide hope”

Research Strategy

In order to provide this analysis of Cedars Sinai's efforts toward employee recruitment, we started our search from the company website as provided. We subsequently used the links on the website to visit their LinkedIn, Facebook, Twitter, Indeed and You Tube pages. Additionally, we visited their company page related to nursing education and Magnet deisgnation, as well as the Nursing Credentialing Center, which is responsible for granting Magnet status to healthcare organizations. Cedars Sinai's website, social media accounts and they way it has highlighted its awards for quality and staff professional development demonstrate to readers and viewers that it is a healthcare organization dedicated to excellence in patient care and recruitment of the most-qualified staff in all areas. The images they have chosen and their focus on culture and staff education demonstrate to potential candidates that they are an organization that is focused on creating a workplace where employees can thrive.

Part
06
of seven
Part
06

CVS Health

All the below insights can also be found, along with screenshots and other media, in the attached presentation.

Social Media

  • CVS targets individuals with disabilities and those that value inclusion, based on a recent Instagram post.
  • The company also targets women, as highlighted in a 2019 post announcing that the company won a Gender Equality award.
  • In a recent Twitter post, the company highlights myCVS Journey Pathways to Health Care Careers, a program to introduce students to career opportunities in pharmacy services.
  • Based on a review of the company’s Instagram, Facebook, and Twitter pages, they do not appear to actively recruit or advertise jobs through these platforms. However, they do highlight initiatives related to recruitment and employment, such as inclusion and student outreach. They’re also building their employer brand with posts about inclusivity, employer awards, etc.
  • No posts regarding promotions, “sweeteners”, or calls-to-action were found.

Website

  • The messaging on the website targets those looking for a job that offers a sense of purpose and impact. Moreover, there are dedicated sections on the website for military, diversity, and student recruitment.
  • The messaging has repeated mentions of purpose and impact, such as “How can I touch the lives of millions?” and “We have opportunities for you to work with purpose across our organization.”
  • CVS advertises that it offers a competitive benefits package including “medical, prescription, dental and vision coverage, a company contribution to a health savings account (HAS), colleague stock purchase plan, adoption benefits, life, accident and disability insurance, paid time off, tuition reimbursement, and a colleague discount at our stores as well as access to many others.” They also claim to invest in wellness programs and career growth for employees.
  • Across the website, there is the theme of impact and “Make an impact every day.” They also promise career growth, diversity and inclusion, and the opportunity to be part of building healthy communities.
  • CVS clearly communicates their brand promise on their recruitment website: "We share a single, clear purpose: helping people on their path to better health. No matter your discipline or expertise, you’ll be part of a team working toward a bold new approach to health care."

Other Digital

  • On Indeed, CVS focuses on three main points to communicate brand promise and why they’re a good company to work for: helping patients through quality health care; career and personal growth opportunities; and innovation and reinventing the way health care is delivered.
  • The Indeed and LinkedIn, tonality is quite consistent with the other platforms, offering a warm and inviting tone that expresses that the company values employees and also the sense of purpose and impact around working for the company. For example: we seek out and reward your fresh ideas, new perspectives, and the unique contributions you will make to the company."
  • No examples of promotions or sweeteners were found.
  • The company posts regularly on LinkedIn and these posts are a combination of job listings, brand messaging and promise, and overall company content. This advertises jobs while clearly articulating what makes their company appealing. For example, many posts express the company’s corporate social responsibility or diversity and inclusion efforts, factors that might make them appealing to certain job seekers.

Other Media

  • On YouTube, CVS has a playlist of videos specifically about careers and recruitment.
  • One video is a series of interviews with professionals at CVS discussing their career path and what it’s like for them to work for CVS.
  • Other videos discuss and highlight what it’s like to work with CVS in specific roles, such as a student or as a technical support representative. Another series shows a “Day in the Life” of various roles at the company.
  • A third video series highlights individual employees who have won awards for their work with the company, profiling them and their experience.
  • Other videos talk about the CVS brand promise and various aspects of the company’s employee branding, such as innovation, diversity, and working with purpose.


Part
07
of seven
Part
07

Blue Cross Blue Shield

Blue Cross Blue Shield describes itself as an "equal opportunity employer" that employs people from "different cultures, languages, backgrounds and experiences." While the company's website uses a convincing, authoritative, and persuasive tone, its social media and digital pages take a more straight-to-the-point approach. More information can be found on the attached presentation.

Website

Target

  • Blue Cross Blue Shield's (BCBS) Careers page targets qualified individuals from all backgrounds. The company indicates that it is takes pride in employing people from "different cultures, languages, backgrounds and experiences."

Tonality

  • BCBS uses a convincing, authoritative, and persuasive tone on its recruitment page. The company highlights social good by stating that by working for BCBS, potential employees will get the privilege of making an impact on healthcare in America by being part of a team that provides health coverage to nearly 33% of Americans.

Promotions and 'Sweeteners'

  • BSBC describes itself as an "equal opportunity employer" that allows all individuals to make an impact regardless of "race, color, religion, sex, sexual orientation, national origin, age, gender identity, disability, veteran status, genetic information or any other legally protected characteristics." The company also accommodates individuals with disabilities. BSBC also claims to offer "an extensive employee benefits program" that include disability, financial services, health and wellness, paid time off, and pet care programs, among others.

Calls to Action

  • BSBC invites interested applicants to "check for local opportunities and find a career with a BCBS company today." The organization describes itself as the "largest healthcare network" in the United States and to represent 36 BSBC companies.

Brand Promise

  • BSBC claims to provide a "strong foundation of national leadership with industry colleagues, government officials, the media and the public."
  • It also states that its "comprehensive benefits are designed to enhance all aspects" of its employees’ lives.

Social Media

  • The company does not advertise open job positions on its Twitter account but instead focuses on providing information on its services and performance metrics. The company has a dedicated 'Job Openings' page on Facebook.

Target

  • BSBC's Facebook page seems to target all qualifies individuals and asks job seekers to find jobs that match their profiles.

Tonality

  • The company's tone on social media is straightforward. The company simply asks applicants to explore the available careers and find those that match their profiles.

Promotions and 'Sweeteners'

  • On its social media pages, BSBC does not offer any sweeteners or any information on the expected benefits. The information is straight to the point.

Calls to Action

  • BSBC invites applicants to find jobs that fit their profiles using the provided search tool. The company also encourages them to connect with the company via its other networks.

Other Digital

  • BSBC has a Jobs board on its LinkedIn page. It also advertises its open positions on Indeed

Target

  • A review of job openings on LinkedIn shows that the company targets qualified individuals from all backgrounds as it advertises itself as an "equal opportunity employer".

Tonality

  • Similar to its social media, the company's tone on its LinkedIn and Indeed profiles is straight forward.

Promotions and 'Sweeteners'

  • On its LinkedIn job adverts, the company states that it will provide opportunities to all qualifies applicants. Some of its Indeed posts include information on the expected compensation.

Calls to Action

  • On both LinkedIn and Indeed, the organization invites potential employees to browse of research for jobs that match their profiles. The company also allows individuals to create job alerts on LinkedIn.
Brand Promise
  • On LinkedIn, the company highlights its About Us page that portrays the company as an employer of "more than 1,000 of the best strategic thinkers in the industry." This shows that employees will get a chance to work with the best in the industry.

Other Media

  • Blue Cross Blue Shield has not posted any career opportunities or any recruitment-focused initiatives on any other type of media (e.g magazines, newspapers, etc) that are made publicly available through online sources.


Sources
Sources

From Part 01