In a recent webinar with Symphony Talent's Client Success Executive VP, Jenna Phillkill, UCLA Health's Chief Marketing Officer Dominic Parero, and Senior Director of Talent Management Robin Epstein Ludewig shared an inspiring success story about repositioning the UCLA Health employer brand anchored by a collaborative partnership between talent acquisition and corporate marketing teams. With people at the heart of their brand, the two teams realized early on in their employer branding journey that both teams needed each other to be successful.
UCLA Health's dedication to fostering an engaging and inclusive culture has led to its recognition as a "Most Loved Workplace," an award based solely on employee feedback. This achievement is a testament to the power of people and culture in shaping a strong employer brand.
A people-centric shift
For years, UCLA Health's employer brand relied on the tagline "It all begins with you." However, this long-standing campaign began to lose its impact over time, signaling a need to evolve. Not only did competing health systems adopt similar brand strategies, but both internal and external audiences no longer felt inspired by it. UCLA Health recognized that its employer brand no longer reflected the organization’s true strength — its people. This gap in branding limited its ability to differentiate itself in a competitive healthcare market, particularly in attracting top talent.
Collaboration between HR and corporate marketing
To revitalize its employer brand, UCLA Health embarked on a rebranding journey emphasizing its people and culture. The collaboration between HR and corporate marketing, led by Robin and Dom, played a pivotal role in this transformation. By aligning their talent acquisition strategy with their overall marketing goals, the teams worked together to craft a unified brand narrative. This partnership, built on mutual trust, focused on showcasing UCLA Health as an employer of choice.
Dom introduced the concept of "people marketing," which placed employees at the heart of the brand. The strategy involved authentic storytelling and real employee testimonials, bringing their stories to life through engaging visuals and content. By highlighting their employees’ experiences, UCLA Health created a more personal and resonant employer brand.
A leader in patient care
The rebranding effort led to significant improvements in both market differentiation and employee engagement. UCLA Health saw increased consumer recognition, with 72% of respondents identifying the organization as a leader in patient care. Internally, the organization experienced tangible improvements, including a historically low vacancy rate and single-digit turnover, signaling a more engaged and committed workforce.
By unifying the employer and corporate brand, UCLA Health positioned itself as a top employer in the competitive healthcare industry. This bold, people-centric approach solidified their standing as a healthcare leader and an employer of choice, ensuring long-term success in attracting and retaining top talent.
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