May 17, 2023
5 of The Many Common Rebranding Mistakes We Can Make
Rebranding can be an exciting time for a company.
Our partners value that we are committed to them from conception to launch and every new challenge they may face along the way. Like so many businesses that fought through the COVID pandemic, Medical Eye Center carried an expanding list of open positions needing to be filled as they served their growing list of patients.
From the project kickoff, we knew that thoughtful messaging that demonstrated the values of Medical Eye Center and touched the hearts of potential future employees would be critical to the campaign’s success.
Our strategy began by carefully crafting a brand ladder to align the attributes of potential employees with benefit-driven features of employment with Medical Eye Center. We positioned these values in the form of a heartfelt letter that we crafted using billboards, print ads, and an interactive website that reinforced to potential team members that “we see you here.”
Within one month of activating the recruitment campaign in September of 2021, qualified applicants applying to open positions increased by over 22%. By December of 2021, the number of open positions had fallen from 26 to 4.
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