Hear from Brigham Women's Hospital in this Glassdoor Best Places to Work Presentation!

1. OVERVIEW
• About BWH and our Talent Challenges which led to our rebranding
initiative
• Our five “P”’s for rebranding align with the “why” of our Top
Employer designation
• Advertising examples and how they speak to specific employee
audience– clinical excellence, professional advancement, and
work-life balance
• Video testimonials and social media efforts strengthen the brand
and our position
• Return on investment (ROI) and additional initiatives

2. ABOUT BRIGHAM AND WOMEN’S
HOSPITAL
BWH Clinical Excellence and “Firsts”
• Over 20 years recognized as a Top 10 Hospital by U.S. News and World Report
• First successful human organ transplant (1954); Heart transplant (1984); heart-lung
transplant (1992); harvest to transplant 4 organs from a single donor (2000); face
transplant (2011); double arm transplant (2014)
• Developed the nation’s first computerized physician order entry system (CPOE) to
prevent medication errors
• Biomedical Research Instititute (BRI) is the second largest recipient of National
Institute of Health funding; over one-thousand principal investigators
• Partners Healthcare (BWH & MGH) is consistently in the top three recipients in
funding from NIH

3. 3/13/2015
BWH RECRUITMENT REBRANDING:
THERE’S NO BETTER PLACE TO BE
Challenges Facing BWH
• Fierce competition for talent within a 2 mile radius (Massachusetts
General Hospital, Boston Children’s Hospital, Dana Farber Cancer
Institute, Tufts Medical Center, Boston Medical Center, Beth Israel
Deaconess Medical Center)
• Increased vacancy rates and demand from hiring managers for
experienced clinical and non-clinical staff
• No “voice” in current recruitment branding linked to the Hospital’s clinical
and research consumer branding campaigns
• Current branding did not speak to the “why” of working at Brigham and
Women’s Hospital

4. WHERE WE BEGAN

5. GOALS FOR REBRANDING
• Clearly define the “Why” of working at Brigham and Women’s Hospital
• Command a position that is intriguing and unique
• Humanize the brand to touch prospects in a personal way
• Center on each target group’s mindset and primary drivers for change
• Support the brand position in the Hospital’s consumer campaign

6. DEFINING OUR FIVE P’S
• People: We all have a story and they are each uniquely our own
• Passion: We are here because we are enthusiastic and passionate
about caring for others
• Professionalism: We believe that only by being the best can we
deliver the best
• Prestige: We are recognized by others for the work we do, the
research we conduct and quality of care we provide
• Pride: We are Brigham and Women’s Hospital: there’s no better place
to be.

7. CAPTURING A MOMENT IN TIME
There’s no better place to be.
The campaign is from the employee’s perspective—a day in the life, a minute
to minute diary of what it’s like to work at Brigham and Women’s hospital. No
matter where an employee is or what the employee is doing, it soon becomes
clear why working at BWH is extraordinary.
Visually compelling, we captured a feeling of movement to help echo the
exciting pace of the Hospital, each different moment in time will give us reason
to extol the many virtues and rewards of working at BWH—and why, without a
doubt: there’s no better place to be.

12. ESSENTIAL COMPONENTS
• Enhanced careers web site including new content and
functionality
• Meeting and Career Fair tools (display stands, print materials)
• Print advertising campaigns via local community channels
• Social media (Glassdoor, Facebook and LinkedIn pages)

13. RETURN ON INVESTMENT
• High level of employee participation in testimonials,
interviews and committee oversight
• Surge in employee referrals since campaign launched (no
referral bonuses are paid)
• Reduced vacancy rates despite hospital growth
• Additional candidate pipelines from schools who place
students to work in unpaid internships at BWH

14. ADDITIONAL INITIATIVES
• Two day new leader assimilation training with an emphasis
on Service Excellence Interview Questions:
• Commitment to Providing High Quality Customer Service
• Professionalism
• Respect
• Initiative
Hire for attitude and train for skill

15. CONCLUSION
• Rebranding tied all levels of the organization together to
answer the “why” of working at BWH—our five P’s:
» People
» Passion
» Professionalism
» Prestige
» Pride
• New Leader Assimilation Program
• Service Excellence Interview Questions