Brand Personality

The Employer Brand is derived from UnitedHealth Group’s Employer Value Proposition (EVP). The EVP platform is friendly, conversational, direct and very interested in the world. There’s a calm intensity in its bearing; something captured in the eyes that reflects professionalism, composure, confidence and energy. It is supremely confident, but not complacent; It wants to make a difference, but has little time for nonsense. The EVP platform is built on a premise that at UnitedHealth Group employees can achieve “your life’s best work.”

Careers Website

With a large social media following and all UnitedHealth Group’s digital proporties directing candidates to the Careers website, we recieved a large volume of traffic, and recorded millions of unquie sessions on a quartly basis. It was vital to have a high functioning and accesable site to ease the apllication process. A mobile-friendly platform was important, as over 70% of the traffic was recored was coming from mobile devices. In addition, many candidates in the customer service fleld do not own a personal computer.

Candidate Personas

The overal goal was to better empathize with candidates by analyzing the hiring process and experience that process from their point of view. In addition the research aided in improving cross functional team alignment by developing a unified playbook on candidate audiences by persona. We conducted hundrends of interviews with talent in strategic career fields to better undetsand their values. From the research we developed seven personas to better understand the behavior and mindset of our candidates so we could better engage with them at the right time, in the right place and in the right way.

By estabilishing a personalized experience for each candidate we enhanced the UnitedHealth Group brand. In one year we increased the global online brand positive sentiment by 6% and our Glassdoor positive interview experience to 56%.

Candidate Journey Mapping

The goals behind our candidate journey maps was to allocate department resources more effectively both online and offline. We wanted to optimize our execution by better tailoring candidate touchpoints and truly uncover their pain points in the hiring process. In this project we identifed we could continue automation in critical areas while adding personalization in other touchpoints. Lastly, we added new methods of communication to keep candidates informed and simplifed the naviagation in the hiring process.

Awareness & Consideration

Utilizing our social strategy, I developed social media image templates in accordance with master brand guidelines, to populate UnitedHealth Group’s digital channels. To ensure relevant content was published for a wide audience the 4 stages of See, Think, Do and Care was the framework behind media planning calendars.

Employee Referral Program

Through our hiring metrics we determined the strongest candidates, are referred candidates. Referred talent is more likely to meet basic advertised qualifications and positively impact employee retention.

Internal Communications

To educate, promote and increase the adoption rate of new internal programs among the workforce, I developed a series of documents that could be printed, or shared through our internal portals: loose-grid bi-folds, Infographs and one-pagers. The bi-folds were used to support board meetings and as a take-away for executives. The infographs were published quarterly to showcase our hiring metrics and marketing efforts.

Career Fairs and Conferences

To meet hiring demands in key functions like clinical, technology and early careers, UnitedHealth Group attends hundreds of career fairs and conferences annually. We developed a series of functional pullshades, master brand booths and supporting event materials.