Amplifying Nurse Recruitment With Omnipresent & LOCALIZED BRANDING
PROJECT:
Brand Experience
Client:
VSH
Skills:
Omnipresent Marketing, Localized Branding, Brand Experience Design, Digital Innovation.
THE SITUATION
In the post-pandemic era, where a shortage of healthcare workers is felt nationwide, Visa Solutions Healthcare (VSH) emerged as a beacon of hope. This startup reimagined the traditional hiring method by using advanced technology to connect skilled nurses worldwide with U.S. hospitals in urgent need of talent. However, there is more to VSH’s journey than filling vacancies; it is also about creating a brand with which healthcare professionals can form a deep connection. With an omnipresent and localized branding, including an iconic song dedicated to nurses, qualified nurse applications increased by 450% in the first six months of the rebrand.
VSH faced three challenges in its mission to improve the process of job placement for nurses, including:
- Grabbing the attention of highly educated, talented nurses
- Building trust and partnerships with U.S. healthcare companies
- Making sure that international nurses smoothly transition into the U.S. healthcare system
To tackle these challenges, VSH began a bold, digital-first rebranding strategy to transform the company from a staffing agency to a career partner for nurses.
THE SOLUTION
I. Brand Strategy
VSH implemented a localized branding and design strategy to resonate more deeply with nurses from diverse cultural backgrounds. This approach aimed to create a stronger emotional connection with potential candidates while maintaining a consistent global brand identity. While retaining the core logo and typography, VSH incorporated culturally relevant design elements for each target region.
i. Mission & Vision:
- Mission: To empower nurses around the globe by connecting them with mutually beneficial U.S. healthcare opportunities and providing a community of support throughout their journey.
- Vision: To become a world leader in nurse staffing through using innovative solutions, showing empathy, and demonstrating dedication to elevating nurses’ success.
ii. Brand Values:
- Empowerment: Equipping nurses with resources and opportunities for growth.
- Integrity: Maintaining transparency and honesty.
- Innovation: Using technology to improve the staffing experience.
- Compassion: Understanding and addressing unique nursing challenges.
- Excellence: Striving to reach greatness in healthcare staffing
iii. Brand Positioning:
VSH identifies as a premier, nurse-centric staffing partner that puts nurses first, offering support, career growth, and integration into the U.S. healthcare system.
- Target Audience:
International nurses seeking healthcare opportunities in the US and US. healthcare organizations facing staffing shortages.
- Brand Voice:
The main characteristics of the brand voice included being empathetic, inspiring, and professional, with a touch of warmth.
- Visual Identity:
Logo: The iconic logo consists of a plus sign with two symbols on opposite corners, representing the win-win partnership between healthcare organizations and nurses.
Typography: The San Serif typeface reinforces human connection and accessibility.
Imagery: Authentic photography of diverse nurses in action helps capture the relatable human element of the nursing profession.
II. Localized Branding and Design:
VSH implemented a localized branding and design strategy to resonate more deeply with nurses from diverse cultural backgrounds. This approach aimed to create a stronger emotional connection with potential candidates while maintaining a consistent global brand identity. While retaining the core logo and typography, VSH incorporated culturally relevant design elements for each target region.
III. Key Messages:
- For Nurses: “Your skills are valued, your dreams are achievable, and your journey matters.”
- Campaign- “Shoot for the Stars”: This campaign involved creating an original song encouraging nurses to pursue their ambitions and the American Dream narrative. This message resonated with international healthcare professionals seeking growth and opportunity.
- For Hospitals: “Access top-tier nursing talent seamlessly, ensuring quality care and operational efficiency.”
- Campaign–“Staffing Simplified”: This campaign highlighted how easy it can be for a healthcare facility to acquire qualified talent through partnering with VSH. The key message was: “Quality nursing staff, when and where you need them.”
IV. A Digital-First Brand Revolution:
The new brand identity was brought to life through the use of various digital platforms:
- A mobile-responsive website featuring a streamlined job search and application process makes it effortless for nurses to find assignments matching their skills and aspirations.
- A robust social media strategy that shared vibrant, interactive content highlighting nurses’ stories and achievements, fostering a supportive community among potential candidates.
- Virtual career fairs and training events allowed international nurses to explore and develop skills from anywhere, expanding reach and recruitment accessibility.
- A state-of-the-art learning management platform provided ongoing education and support, helping international nurses easily transition into the U.S. healthcare system.
THE IMPACT
KEY TAKEWAYS
- VSH increased brand engagement, and loyalty increased through an omnipresent and localized brand experience.
- Original content like “Shoot for the Stars” helped promote VSH’s unique and memorable reputation and encouraged emotional connection.
- Demonstrating an understanding of specific regions and cultural sensitivity garnered massive attention from international nurses.
