UnitedHealth Group Employer Brand & Careers Website
Overview
The mission of UnitedHealth Group is to help people live healthier lives and to make the health system better for everyone. Above-average talent that is data-driven, bold, innovative, compassionate, and ready to make a difference will thrive in UnitedHealth Group’s culture. That is why the employer brand features actual employees making an impact at work and in their personal lives. UnitedHealth Group employees excel at leaving things better than they found them. They push for a higher level of excellence, quality, and fulfillment in every dimension of life.
Tools: Concepting, copywriting, storyboarding, site mapping, UX, persona development, data visualization, executive communication, team leadership, agile project management, Adobe Creative Cloud, social media strategy, photo and video shoots.
Brand Personality
The Employer Brand is derived from UnitedHealth Group’s Employer Value Proposition (EVP). The EVP platform is friendly, conversational, direct, and curious about 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 and has little time for nonsense. The EVP platform is built on the 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 properties directing candidates to the Careers website, we received a large volume of traffic and recorded millions of unique sessions on a quarterly basis. It was vital to have a high-functioning, accessible site to ease the application process. A mobile-friendly platform was important, as over 70% of the traffic was recorded as coming from mobile devices. In addition, many candidates in the customer service field do not own a personal computer.
Candidate Personas
The overall goal was to empathize with candidates by analyzing the hiring process and experiencing it from their point of view. The research also improved cross-functional team alignment by producing a unified playbook of candidate audiences by persona. We conducted hundreds of interviews with talent in strategic career fields to better understand their values. From the research we developed seven personas to clarify candidate behavior and mindset so we could engage with them at the right time, in the right place, and in the right way.
By establishing a personalized experience for each candidate, we strengthened the UnitedHealth Group brand. In one year we increased global online brand positive sentiment by 6% and raised 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.
Show & Tell
The dominant trait expressed in the EVP is a pronounced sense of purpose shared across the UnitedHealth Group workforce. I developed a video series that showcases the passion, drive, leadership, and commitment UnitedHealth Group employees bring every day to reshaping health care. This was a natural outgrowth of UnitedHealth Group’s mission and values.
Awareness & Consideration
Utilizing our social strategy, we 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 four stages—See, Think, Do, and Care—served as the framework for media-planning calendars.
Employee Referral Program
Through our hiring metrics, we determined that the strongest candidates are referred candidates. Referred talent is more likely to meet advertised qualifications and to positively impact employee retention.
Employee Referral Program Flyers with customizable form fields, for recruiters to input employee bonus and job description.
Employee Referral Program Tear Card.
Internal Communications
To educate, promote, and increase adoption 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, infographics, and one-pagers. The bi-folds supported board meetings and served as takeaways for executives. The infographics were published quarterly to showcase our hiring metrics and marketing efforts.
Career Fairs and Conferences
To meet hiring demands in key areas such as clinical, technology, and early careers, UnitedHealth Group attends hundreds of career fairs and conferences annually. We developed a series of functional pull shades, master-brand booths, and supporting event materials.
