CASE STUDY

Aligning a Development Communications Team Around an Audacious Goal

THE CHALLENGE

A large non-profit medical center with more than 10 hospitals, nearly 200 facilities and more than 20,000 employees faced considerable retention issues.

System leadership recognized the need to reimagine the employee onboarding process, which had become unwieldy, unproductive and unengaging. This early step in improving employee experience has boosted retention at every level of the organization.

THE SOLUTION
  • We evaluated the system’s employee onboarding process to identify areas for improvement, concluding that new hires felt confused and fatigued rather than prepared for their role.
  • Using existing onboarding materials, we extracted core messages and worked with department leads to better articulate how each of these elements could help new employees succeed.
  • The refreshed messaging was then incorporated into new onboarding materials, including visually-appealing modules, as well as short animated and live videos.
  • The onboarding resources were published on a new, user-friendly microsite.
  • Measurable employee actions,  including  a decrease in inquiries to the onboarding helpline call center and 13,000 visitors to the microsite within the first six months, demonstrated enhanced efficiency and clarity in the onboarding process.

67,000+

pageviews in the first six months

74%

of site visitors returned

20

key resources housed on single site

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