Background:

Health care employers, including Vancouver Coastal Health (VCH), face critical understaffing challenges that are impacting service delivery. To gain a deeper understanding of the competitive healthcare landscape and worker motivations, we partnered with a research company to conduct an online survey with current and future health care professionals.

Through this research, we discovered:

• Health care is considered one of the most meaningful professions for those seeking a higher purpose.

• The pandemic reinforced the fundamental love of helping others as the primary reason for choosing a career in health care.

• The most important factors in choosing an employer include diversity, equity, and inclusion (DEI); mentorship; coaching and leadership development; opportunities for growth; and research and innovation.

• While recruitment efforts often highlight functional benefits tailored to each profession, these are secondary considerations rather than primary drivers for candidates.

Strategy & Execution:

Based on our research findings, we developed brand strategy proof points that aligned with what health care professionals seek in an employer:

• Leaders who foster a culture where voices are heard and innovation is encouraged.

• A supportive team environment that prioritizes collaboration and mutual support.

• Career growth opportunities through employer-supported training, mentorship, coaching, and leadership development.

Working alongside creative agency Will, we crafted a brand story that reflects the essence of VCH’s workplace culture. From nurses to porters and the patients they care for, one thing connects them all: care. This same sense of care extends beyond patient interactions—it defines how VCH listens to its employees, supports career growth, and creates a thriving work environment. At Vancouver Coastal Health, everyone is Connected by Care.

To bring this story to life, I collaborated with the recruitment marketing team to feature real VCH staff in the campaign, ensuring authentic representation of diverse roles, locations, and workplace culture. The campaign creative supported the media buy and included video production, bus interior and exterior takeovers, out-of-home advertising, and digital marketing.

Results:

• VCH saw a 67% increase in monthly applications online

• 86% increase in web sessions

• 923% increase in engagement actions (contact form, how to apply etc.)

• Post campaign analysis showed 64% of people were more likely to look for information about working at VCH and 63% were more likely to apply for a job.

Due to the campaign success, we have currently launched the second year of the Connected by Care campaign and expanded digital advertising to Washington, Oregon and California to try and entice health care workers who are looking to move out of the United States and are more aligned with VCH values.