Heroes Wanted

Employee Value Proposition (EVP) Brand Strategy & Recruiting Campaign

Revera is dedicated to celebrating the human spirit of their residents and their employees. As a leader in the senior living sector, Revera owned and operated more than 500 properties globally. Looking to reengage employees and drive recruiting, Revera needed a fresh new EVP strategy that would express its larger goal of attracting and retaining the very best talent.

Solution

People are our greatest asset.

With a need to attract and retain top talent, we transformed Revera’s employer brand to be more relevant and inspiring internally and across all recruiting channels. Following the extensive discovery that included key stakeholder sessions, leadership interviews and national employee surveys, we crafted unique Candidate Personas and key messaging by audience type. The entire EVP strategy was framed around the new Purpose & Passion positioning and supported by three purpose-driven EVP Pillars. In the space of caregivers, we knew they weren’t just looking for a job, they were looking for a purpose. To attract the most qualified candidate we created the national Heroes Wanted recruiting campaign and developed messaging specific to the candidate personas with a call to action that focused on the compassionate caregiver.

Results

Leveraging the new EVP strategy and inspiring creative, the Heroes Wanted message was simple and cut through conventional recruiting campaigns to connect with the hearts and minds of caregivers. The campaign resulted in a 245% increase in job applicants in less than 8 weeks with over 300,000 impressions and a campaign conversion rate that was 4x the industry standard.

impressions

% increase in applicants