Client Situation

When NAS Recruitment Communications began its partnership with Children’s Hospital Boston (CHB) in 2007, Children’s was already recognized as one of the nation’s top hospitals specializing in pediatric care. However, through our proprietary discovery process – the Demand Health Check – we learned that although CHB’s “street cred” was substantial, there were certain factors working against its accessibility to candidates.

CHB thought leaders imparted to us that Children’s suffered some prevalent misconceptions in the marketplace. Because of its stature and reputation, the organization was viewed by a portion of candidates as “elitist,” perhaps “lacking in warmth” as a healthcare culture. Moreover, pediatric medicine was perceived as very serious work to the point of being “emotionally challenging.” While we knew these were based on true sentiments, they were for the most part overstated. So, we made it a priority to set the record straight on Children’s as the “friendly and upbeat” employer of choice it truly was, while still touting its important position in the healthcare field.

New Employment Brand

After our Demand Health Check process, NAS concluded that CHB’s greatest strengths were its highly respected position in worldwide pediatric care and its commitment to deliver high career potential to its employees. Therefore, the Employment Brand must reflect this synergy between the organizational resources and its aspirational promise. Furthermore, it must dispel the notion of Children’s as anything less than a likeable community of professionals who derive much satisfaction and “smiles” from their heroic accomplishments.