3 Examples of Great EVP's in the Healthcare Industry
EVP is the buzz word in talent acquisition and recruitment at the moment and for good reason. Having a good EVP is vital in hiring the right talent for a business.
With 96% of candidates researching a potential employer’s reputation before switching jobs [LinkedIn], having a strong employer brand and promoting your employer value proposition will put you ahead of the competition for top talent.
With Healthcare being the highest employing industry in Australia, it is a must to have a strong EVP in this industry.
In this article, we have a look at 3 of the top EVP's in the Healthcare industry.
Ramsay Healthcare
https://www.ramsayhealth.com/en/people-and-careers/job-search/
Ramsay Health Care is a large national private healthcare company, operating across ten countries. And as well as having a strong customer base and corporate brand, they have a strong employer brand.
Let’s have a look at Ramsay’s EVP and what makes them stand out in the healthcare industry!
A clearly defined culture
From even a first glance at Ramsay Health Care’s careers page, you can see the strong emphasis they place on their culture and the importance they place on the care of their patients and staff.
[Screenshot from Ramsay Healthcare website]
Their culture is brought to life with engaging video content, communicating a strong culture from the top down from the founder of Ramsay to the CEO and management as well as from the staff.
Candidates want to know about the culture at an organisation they are thinking of applying to and this strong message of a caring culture with the use of employee generated content through video makes a career at Ramsay relatable and more trustworthy.
To cement their employer brand, they even have a slogan for their culture – ‘The Ramsay Way’.
[Screenshot from Ramsay Healthcare website]
Growth & Development
Ramsay puts a focus on their staff as individuals and the growth & development they can provide at Ramsay.
They communicate this through showing that internal mobility and flexibility within the Ramsay group is achievable as well as training and development opportunities – meaning that candidates can choose Ramsay as not just a job, but a career.
[Screenshot from Ramsay Healthcare website]
Ramsay has an executive leadership program which at its core is reflecting their ‘people caring for people’ motto.
[Screenshot from Ramsay Healthcare website]
All this is enhancing the message from Ramsay about caring for their staff and shows someone considering Ramsay as an employee that they can grow and would be cared about as a person.
Employee stories
Ramsay’s careers page is filled with employee generated content and the use of video to bring these stories to life!
They even have a separate tab on their careers page dedicated to ‘Ramsay Stories’, which are videos from many different employees talking about their life at Ramsay and their own unique experiences. This amplifies a potential candidate’s trust and engagement with Ramsay’s brand and gives them an insight into what life would be like, helping them to envision a career with Ramsay.
[Screenshot from Ramsay Healthcare website]
Why it works
Ramsay’s EVP works because they have built a clearly defined culture that they live and breathe. Everyone who works there has a common purpose – ‘caring for people’ and this really shows throughout the different videos of employees talking about similar themes but as individuals.
One thing that Ramsay nails is the use of employee generated content –in a survey by Hootsuite, 72% of respondents said that they trust content created by employees more than content created by a brand - Ramsay uses this to really showcase their EVP and elevate their employer brand.
Bupa
Bupa stands as a renowned multinational health insurance and healthcare company, renowned not only for its service but also for its exceptional employer brand. Over the years, Bupa has diligently cultivated a strong reputation as an employer of choice.
Let’s have a look at why.
Treated like a person, not just a professional
Bupa shows that they care about their staff as an individual and in their words, ‘treat you like a person not just a professional’.
They show this through great benefits that they clearly display on their careers site, including things like secondary parental leave and study assistance.
[Screenshot from Bupa website]
They have a commitment to diversity and inclusion, with a separate tab titled ‘Be you at Bupa’, showcasing programs such as their employee networks, backed up by photos and content from current employees to bring this to life.
[Screenshot from Bupa website]
Growing and Evolving
What Bupa does well is to put an emphasis on growing and evolving with a separate tab titled ‘where you can thrive’.
[Screenshot from Bupa website]
This offers different areas of Bupa that could suit someone and shows that they could grow their career at Bupa in a variety of different roles.
They have included a drop down that caters for what matters to an individual which is a nice touch and speaks directly to someone and their purpose.
[Screenshot from Bupa website]
Real life insights
Much like Ramsay Healthcare, Bupa uses employee generated content to bring to life their culture and career opportunities, using photos of employees and their job titles in different areas of the careers site as well as having a dedicated Instagram page which has photos of life as an employee at Ramsay as well as ‘meet the team’ posts.
[Screenshot from Bupa Instagram]
[Screenshot from Bupa website]
Real photos are so much more effective than stock images as people can get an insight into the people in different areas of the business.
They also include a video of employees’ stories, which as we know, is a brilliant tool at bringing to life an employer brand.
[Screenshot from Bupa website]
Why it works
Bupa’s EVP is great at bringing out their strong culture and in particular really showcases how someone could grow their career at Bupa, matching individuals’ unique skills to specific jobs. On top of this, Bupa showcases their EVP through employee generated content using real life photos, videos and quotes, bringing to life their brand and what it could be like to work at Bupa.
Cochlear
Cochlear is an Australian owned hearing implant business with a global workforce of more than 4,000 people. Their mission is to help people hear and be heard.
Along with this strong corporate brand, they have a strong employer brand and EVP.
Lets dive into how they have built their employer brand and why it works.
Purpose-Driven
One big theme when looking in to Cochlear’s EVP is the strong sense of purpose that resonates throughout the company and is a common thread between all employees.
Cochlear's hearing implants positively impact the lives of millions of people worldwide and it is clear that this is the ‘north star’ - demonstrated through making this a focus point in whether someone is right for the company, as well as quotes and video content of staff talking about this contribution.
[Screenshot from Cochlear website]
[Screenshot from Cochlear website]
Employees at Cochlear have the opportunity to witness firsthand the life-changing impact of their work, receiving feedback and stories from patients who regain their hearing as well as being able to attend events where employees can interact with patients and hear their personal stories, showcased through employee generated content via video. This direct connection to the impact of their work reinforces the sense of purpose and motivation that is so strong in the company’s EVP.
[Screenshot from Cochlear website]
Individual Contribution
Cochlear empowers its employees to take ownership of their career development, promoting a personalised approach to professional growth. The company recognises each individual has unique aspirations and talents, and provides tailored career development opportunities to meet their specific needs. By encouraging employees to take ownership of their career paths, Cochlear fosters a culture of self-driven growth and self-motivation. This approach not only enables employees to align their career goals with organisational objectives but also creates a sense of fulfillment and purpose in their professional journeys.
[Screenshot from Cochlear website]
Cochlear, much like to Bupa, showcases a diverse range of opportunities that cater to a wide spectrum of skills and expertise. This signifies that individuals who share a passion for Cochlear's purpose have ample room to cultivate and advance their careers within the organisation. Whether one possesses technical, medical, engineering, or administrative skills, Cochlear offers an environment where individuals can leverage their unique talents and passions to contribute meaningfully.
[Screenshot from Cochlear website]
Why it works
The stand-out theme for Cochlear’s EVP is the strong sense of purpose that is evident from the top down. Having purpose and a mission is a crucial component of a good EVP.
The company's strong commitment to its mission is clear through employee-generated content, such as compelling videos and inspiring quotes from staff members and this purpose-driven approach serves as a cornerstone of Cochlear's EVP, attracting individuals who are deeply motivated by the opportunity to make a meaningful impact.
The presence of a clear and compelling purpose not only resonates with potential employees but also fosters a sense of pride and satisfaction among current employees.
What all 3 EVPs have in common
A common thread among these three companies' EVPs is the presence of a clearly defined culture, particularly evident in Bupa and Ramsay Health Care. This strong culture serves as a foundation for their EVPs and contributes to their strong employer brands.
Additionally, a key factor that sets these EVPs apart is the strong sense of purpose that permeates each organization. Employees can easily understand and identify the purpose and mission of the company, which fosters a sense of meaning and fulfillment in their work. This purpose-driven approach aligns employees' values with the organisation's goals, resulting in engaged and motivated teams.
Together, the combination of a well-defined culture and a strong sense of purpose forms the bedrock of these companies' EVPs, solidifying their positions as leading employers in the healthcare industry.
