How The Biggest Names In Healthcare Built Strong Brands

Search top-ranked hospitals in the USA. What do you see? Crisp, clear branding that effectively communicates to patients and medical professionals who they are as an employer. Top medical employers have clear website copywriting, design and video features that inspire users to take action. The strongest medical brands have engaging visuals that express and compliment the values, beliefs, mission and vision that drive their workforce. 

When thinking of employer branding, well known hospitals keep close to how healthcare professionals perceive their brands. They know medical job seekers want to work at well-established hospitals to make their career home. These big-name medical facilities have established household names for themselves because of the brand reputations they built. Their employer brands communicate a positive image of their hospital, highlighting its unique culture, benefits, and commitment to high-quality patient care, all leading to the attraction and retention of top healthcare job seekers.

Across the nation, every prominent employer name in healthcare has an effective brand image. When their hospital name is spoken, people think of their logo, colors, mission, values and how they treat their employees. They are known by their local community and in some cases, nationally. Regardless of your hospital’s bed count, it is possible to become a household name in your community. It all starts with strategic employer branding.

The Strategy Behind Becoming a Household Brand

Employer branding refers to the perception current and potential employees have about an organization as a workplace. It’s the sum of the hospital's culture, values, work environment, and career opportunities. In healthcare, where talent is scarce and competition fierce, building a strong employer brand is a necessity. The best hospitals understand that they must be seen not only as centers of medical excellence but also as desirable places to work.

For example, Mayo Clinic’s brand is built on a deep commitment to patient-centered care. This commitment extends to how it treats its employees, emphasizing a culture of respect, teamwork, and continuous learning. Similarly, Cleveland Clinic’s employer brand revolves around innovation and a collaborative work culture. These brands consistently rank as top places to work because they’ve successfully communicated their core values both internally and externally.

A well-established employer brand in healthcare can significantly enhance a hospital’s ability to attract top talent. Medical professionals want to be associated with organizations that value their contributions and offer an environment where they can thrive. By building a brand that highlights these aspects, top hospitals can recruit the best in the field.

Medical Employer Branding Case Studies

1. Mayo Clinic: A Culture of Care
   Mayo Clinic’s branding is deeply intertwined with its mission: "The needs of the patient come first." This simple, yet powerful message informs everything Mayo Clinic does, from how it treats patients to how it treats employees. Mayo Clinic's employer branding is built around fostering a culture where staff members feel valued and empowered to provide top-quality care.

   The hospital emphasizes career development and teamwork, which has helped it consistently rank among the best places to work. Mayo Clinic’s clear commitment to both patients and staff is a cornerstone of its employer brand. Healthcare professionals are drawn to its culture of compassion, which is evident not only in the care they provide but also in how they are supported by the organization.

   Mayo Clinic's employer brand shines in its ability to attract talent that aligns with its values. They have successfully built a brand that prioritizes both patient and employee satisfaction, which in turn, enhances their reputation as a top healthcare provider.

2. Cleveland Clinic: Innovation and Collaboration
   Cleveland Clinic has long been a leader in medical innovation, but its employer brand is equally strong. The organization promotes a culture of collaboration and innovation, which attracts healthcare professionals who are eager to work at the cutting edge of medicine. Cleveland Clinic’s brand message is clear: it’s a place where employees can grow, contribute to groundbreaking work, and be part of a supportive team.

   One of Cleveland Clinic’s key strategies in building its employer brand is its emphasis on employee wellness. The hospital understands that for employees to provide the best care, they must first take care of themselves. By fostering an environment that prioritizes wellness, Cleveland Clinic has positioned itself as a leader in employee engagement and retention.

3. Johns Hopkins Medicine: Excellence in Every Aspect
   Johns Hopkins Medicine has built its employer brand on a legacy of medical excellence and research innovation. This reputation extends beyond patients to the way it treats its staff. Johns Hopkins emphasizes continuous learning and professional development, ensuring that its employees are constantly advancing their skills and expertise.

   The hospital’s employer branding efforts also focus on creating a culture of inclusion and diversity. Johns Hopkins actively promotes a workplace where different perspectives are valued, making it an attractive place for a wide range of healthcare professionals. By aligning its brand with its commitment to innovation, research, and inclusion, Johns Hopkins continues to attract top-tier talent from around the world.

4. Kaiser Permanente: A Focus on Employee Well-Being
   Kaiser Permanente is known for its integrated care model, but its employer branding also focuses heavily on employee well-being. Kaiser Permanente’s employer brand emphasizes a healthy work-life balance, robust benefits, and a commitment to diversity and inclusion. This focus on employee wellness helps to attract and retain healthcare professionals who are looking for more than just a job—they want a place where they can grow and thrive.

   Kaiser Permanente’s brand also highlights its dedication to community health and social responsibility. This attracts healthcare professionals who are not only looking for a great place to work but also want to make a positive impact in their communities.

What Can Other Healthcare Facilities Learn from These Brands?

Building a strong employer brand requires a clear understanding of what your hospital stands for and what it offers employees. The biggest names in healthcare have successfully crafted employer brands that resonate with their target audiences—both patients and staff. Here are some key takeaways for other healthcare facilities looking to build or strengthen their employer brand:

1. Define Your Values and Mission
   Top hospitals have clearly defined values that guide their employer branding efforts. Whether it’s Mayo Clinic’s commitment to patient care or Cleveland Clinic’s focus on innovation, these organizations have built brands that reflect their core values. Healthcare facilities looking to build a strong brand must first identify what sets them apart and use that as the foundation for their employer brand.

2. Communicate Your Unique Employee Value Proposition (EVP)
   Every hospital has something unique to offer its employees. Whether it’s career development opportunities, a supportive work environment, or a focus on work-life balance, these benefits should be communicated clearly in your employer branding efforts. Potential employees need to know what makes your hospital a great place to work and how it aligns with their professional goals.

3. Foster a Positive Workplace Culture
   A strong employer brand isn’t just about external marketing—it starts within the organization. Creating a positive workplace culture where employees feel valued, supported, and empowered is essential to building a brand that attracts top talent. This involves not only offering competitive benefits but also fostering an environment of collaboration, respect, and professional growth.

4. Leverage Technology and Social Media
   Technology plays a crucial role in employer branding today. From showcasing employee testimonials on social media to creating engaging content that highlights your hospital’s culture, using digital tools can help amplify your employer brand. Top hospitals have invested in strong online presences that highlight their values, culture, and employee experiences.

The Next Steps in Building a Strong Employer Brand for Your Medical Facility

Building a strong employer brand can help your healthcare facility attract and retain top talent, improve employee engagement, and enhance your reputation within the community. To see how other healthcare facilities have successfully built their brands, check out our employer branding success stories.

If you’re ready to take the next step in building your employer brand, explore how mlee's employment branding services can help. With cutting-edge solutions and a commitment to excellence, mlee is here to help you create an employer brand that sets you apart in the healthcare industry.