For this Recruitment Branding effort, we wanted to target nurses and clinical positions on a national level. Since the ads would run in national industry pubs and the Web would draw from all over the country, we knew we needed to stack up well against all the national media that the average person digests daily. With a fresh, clean look, including simple straight forward branding, as the foundation, we overlayed our own employees telling their stories about life behind the glass door. I brainstormed the idea on the heels of a suggestion handed to me in a hallway. It involved using the badge as a larger visual element to make it obvious it was HR related. The badge idea was great, but I needed a different way to apply it to our challenge. This was done visually and with written description using some hand made props and dry erase markers. The employees picked the attribute that best described how they really saw themselves, as opposed to their actual job description. We shot photos and videos for several days and condensed it down to the best material.

Included below is an example of the final print design, the simple storyboard that the video shoot evolved from and the final web promo video. Also included is one of our "talking head" spots we shot for additional web content. We had a lot of fun with the badge cutout on the shoot and including some of the outtake footage resulted in a fresher final product that humanized the system by giving a better glimpse of the real person. Overall, it helped us float the message that you can work your passion out here. A message that resonates with healthcare workers at all levels.