The Importance of Employer Branding in Healthcare
According to a survey by SmartDreamers.com, 57% of recruiters believe standing out from competitors is among their biggest challenges when it comes to attracting top talent. Among other statistics, LinkedIn found that 75% of people seeking jobs look at an employer’s brand before they apply for a position with that company. Statistics such as these show the importance of effective healthcare branding in attracting top talent. So it makes sense that healthcare marketers would want to create a standout brand to attract top talent to their organization.
The power of storytelling in healthcare marketing: Why telling your stories matters and how to make your message memorable.
In a sea of easily accessible healthcare information, reaching patients and delivering your message has become increasingly challenging for today’s healthcare professionals. At AMNY Health Marketing, we offers insights into how health providers can effectively reach patients through the power of storytelling.
“Authenticity is at the core of impactful storytelling,” says Sarah Gambell, Senior Healthcare Marketing Strategist. “Real people sharing real experiences create a lasting bond between healthcare providers and patients.”
AMNY believes healthcare providers can employ storytelling in ways that benefit both the provider and the patient. By telling stories in authentic ways, healthcare providers can create meaningful connections with potential patients, establish trust and creating long lasting patient/provider relationships.
“Storytelling humanizes healthcare—it transforms statistics and services into real, relatable experiences that build trust and emotional connections,” said Matt Sourwine, creative director at AMNY. “Patients tend to connect emotionally with stories of care, compassion, and outcomes vs credentials alone. An authentic, well-told story can educate, inspire action, and make complex medical topics more accessible, helping providers stand out in a crowded market.”
AMNY Health Marketing will use your unique strengths, and our marketing expertise, to differentiate you from your competitors while building your brand. Our team of talented creative designers conceptualize full campaigns showcasing your brand story.
What exactly is employer branding?
Employer branding is your identity as an employer — the promise you make to current and future employees. It’s the perception people have of your organization based on your image, values, mission, workplace culture, benefits, and overall employee experience.
“From job postings to onboarding, your employer brand should be clear and consistent. If your C-suite is making decisions that don’t align with your mission and values, that’s a red flag — and should be course-corrected,” said Taylour Scanlin, account executive with Advance Healthcare. “Your mission and values are the everyday compass; your vision is the future you’re working toward.”
When you have a strong, consistent brand, your organization stands out from the competition, attracts better-aligned candidates, reduces turnover, and builds your reputation as an employer of choice, Scanlin said.
“People want to work for organizations that know who they are and what they stand for. It creates trust. It conveys confidence. And most importantly, it helps you build teams that share your vision,” said Scanlin.
Among other priorities, it’s critical that healthcare marketers communicate their organization’s Employee Value Proposition (EVP). The EVP is what employees receive in exchange for their talent, time, and commitment and includes salary, benefits, time off, work-life balance, DEI practices, workplace flexibility, and overall culture.
“Essentially, it answers the question ‘Why should I work for you, and why should I stay?’” said Scanlin.
How it’s done
To create a strong brand, Scanlin said healthcare organizations should involve their own people and influencers — those informal leaders and passionate team members who can amplify your message. “Branding should never happen in a vacuum. You need a team of dedicated, mission-driven advocates to live and breathe the brand every day,” she said.
Healthcare marketers should also be sure to deliver their message to the right audience, at the right time, and on the right platform.
“That’s where we come in,” said Scanlin. “Our expertise at Advance Healthcare lies in helping clients not only define who they are but also deploy a strategic communications plan that ensures message consistency and long-term momentum. If you don’t keep reinforcing the brand, your efforts will fade fast.”
Five ways healthcare marketers can create a strong brand include:
Be consistent. Across every touchpoint — from your website to your social media, job descriptions, internal signage, and recruitment ads — your brand voice and visuals should be unmistakable.
Tell authentic stories. Spotlight real employees, their journeys, and why they stay. People connect with people.
Highlight achievements. Awards, recognition, community involvement validate your credibility and create pride.
Invest in internal brand champions. Brand ambassadors can be your best storytellers. Give them tools and incentives to share their experience.
Promote growth and purpose. Professional development opportunities, career ladders, and meaningful work all matter. Show candidates not just where they’ll start — but where they can go.
Remember: Everyone is competing for the same talent
“We know there’s a critical shortage of nurses, physicians, and other healthcare professionals. A strong employer brand alone isn’t enough — you need a smart, data-driven strategy to reach the right people,” Scanlin said.
“At Advance Healthcare, we eliminate marketing waste by using both first- and third-party data. We can target candidates based on digital behavior — or even something as specific as their NPI number. That kind of precision isn’t just effective — it’s a competitive advantage,” said Scanlin.
To learn more about our services, contact us today at AMNY Health Marketing.
