It’s not just a world-class healthcare system. It’s the largest nonprofit employer in the region. And with a limited talent pool to recruit from, how do we help BJC stand out as not only the biggest, but the best employer? How do we translate world-class care to world-class careers? The organization was mainly known by its many disparate parts – clinics, hospitals, outpatient facilities and more. The community didn’t fully understand or appreciate that BJC was the connection between these entities. So, as part of a strategic transformation into one integrated healthcare system, BJC asked us to help them define their renewed, integrated BJC employer brand to set context for the new culture, more deeply engage their existing 30,000 team members, and to attract new talent.