Speaking with One Voice: The Importance of Calibrating Language Across the Candidate Experience

Optum is one of the largest care delivery organizations in the world. Faced with brand confusion due to rapid growth and acquisitions, a desire to clearly define its employer value proposition (EVP), mission and vision across all care delivery sites throughout the United States, and facing markets saturated with competition, Optum teamed with recruitment marketing experts at Aloysius Butler and Clark (AB&C) to clarify who they are, understand where they are in the hearts and minds of their physicians and providers, define their story and build consistency. 

They leveraged internal and external resources, conducted primary and secondary research to align their messaging across all touch points. The benefits of this work to date include a 28% reduction in turnover, 50% reduction in cost per hire, and filling position up to two times faster. 

1. Identify the steps needed to leverage and elevate your unique employment value proposition.

2. Take away real life action items and examples to help calibrate language across the candidate experience.

3. Recognize your organization's position in the talent-attraction marketplace. Recruitment of clinical and administrative employees will continue to be a challenge for organizations of all sizes in the future. 

This session will provide a blueprint for success in the highly competitive healthcare and general employment industries.

Presented by:

Shawn Kessler 
Partner 
Aloysius Butler and Clark (AB&C)

Emerson Moses, MBA, CPRP-DEI 
Senior Director, Clinical Talent Acquisition 
Optum 

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