NewYork-Presbyterian
Recruitment Brand
NewYork-Presbyterian had spent more than two traumatic years responding to COVID-19 and employee emotions varied from pride to exhaustion. The hospital had seen ~14% turnover and the number one workforce complaint was the need for more staff. We needed to springboard off of the new “Stay Amazing” brand and connect with the themes most important to new and existing employees.
CD: Martin Dudek
CW: Faron Greenfield, Callie Smith
AD: Jake Rabinowitz, Kerry DeBruce
Concept 1
SO THEY CAN STAY AMAZING
A key rule presented to us is the fact that “STAY AMAZING” must always be directed at the patient community. If we’re going to be utilizing it, our concept needs to work around a pivot – shifting recruitment messaging to that impact.
This concept – anchored by a direct use of their tagline – highlights various actions of the employee to demonstrate how those actions impact patients and members of the community (in maintaining their amazing-ness). It has a sense of selflessness, of paying forward, of hard work that was worth being done – but easily paints it in a positive, hopeful light.
Concept 2
STAY NYP
The #1 thing we want people to do is STAY. They’re already amazing. They just have to keep being it here. And having that key word of the consumer tag as the heart of our recruitment messaging immediately connects us to that sense of belonging that we’re trying to instill.
It also has an inherent connection to the past – and you can paint that based on your own experience. If you’re proud of the last two years and what you accomplished in the face of historic adversity, you can read this campaign that way. And if you were worn down by the trials, you can also interpret this as acknowledging your own hurt. It works as a mirror, invalidating no one’s feelings.
Concept 3
RE / ENERGIZED
This is a period of renewal for NYP. An opportunity to reconnect employees to the hospital’s mission, vision, and culture. To reignite and re-inspire employee happiness, empowerment and pride around a common goal: to take care of New Yorkers with integrated, compassionate and best-in-class care.
This concept acknowledges a truth (subtly) that even though the last few years have been challenging in ways we never could have imagined, NYP is refocused and re-energized to move forward in a big way.
Concept 4
THE CHAMPIONS NEW YORK DESERVES
NewYork-Presbyterian is New York’s hospital. For over 250 years, you have been there to care for the diverse people that make up a unique population. And for just as long, special individuals have answered their calling to join your team and fulfill their purpose. These NYPers are exceptional. They live in the communities they serve, reflect the patients who walk through your doors, and understand patients’ need on a very personal level.
And that’s what this new brand is all about: celebrating the NYP employees dedicated to providing the care and services New Yorkers need to STAY AMAZING.
You are New York’s hospital, no matter what—and it’s because of them. Because of who they already are and what kind of person, what kind of champion, they’ve chosen to be. And that’s amazing.