Case Study: BJC strengthens its employer brand and attracts talent with UPBrand

BJC engages 30,000 team members with UPBrand

BJC, the largest nonprofit employer in its region and a world-class healthcare system, faced the challenge of standing out in a limited talent pool. They needed to unify their many disparate entities under one integrated employer brand to better engage their 30,000 existing team members and attract new talent. They partnered with UPBrand for a comprehensive solution encompassing brand strategy, market research, and campaign concepting and design.

UPBrand developed a data-driven strategy, creating a new brand promise centered on advancing both personal careers and the community. Their solution included a refreshed careers website, a rebrand of internal diversity groups, and the "Strength Within" recruitment campaign featuring a regional Super Bowl commercial. These efforts by UPBrand successfully translated BJC’s world-class care into a compelling message of world-class careers, making it easier to attract talent and deeply engage existing staff.

BJC