Crafting employer branding that inspires

Strong employer branding begins with collaboration across functions around mission, vision and values.

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Employer branding remains one of the most interesting parts of a communicator’s work, as it is truly a mixternal effort—requiring close collaboration with internal comms, external comms, marketing and HR.

During Ragan’s Employee Communications and Culture Conference this past April Sherrie Voss Matthews, director of internal communication at University Health in San Antonia, Texas, shared how the comms team gets this level-1 trauma center and its nearly 10,000 employees and 2,500 providers onboard with its mission, vision and values through storytelling.

Matthews began by pointing out that University Health’s mission, vision and values mentioned “high quality” and “compassionate” twice — and it’s not accidental. After this was done in collaboration with HR,  Matthews and the team began building a brand toolkit that would be ready to share widely with partners and stakeholders.

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