Lumina Health: "I care" for Zurzach Care
With concise messages and duo images, Lumina Health is promoting Zurzach Care in its new employer branding campaign to attract talent.
With the "I care" employer branding concept from Lumina Health, the Zurzach Care Group wants to counteract the shortage of skilled workers and strengthen its employer positioning. In the campaign, the rehabilitation provider uses cleverly worded messages under the slogan "I care, because..." to appeal to hard-to-find specialists from the four professional groups of nursing, therapy, medicine and hospitality.
In terms of content and visuals, the campaign deliberately distances itself from common hospital and nursing clichés and images that are not suitable for differentiating perception. Human and emotional aspects such as team cohesion and the joy of meaningful professions in the healthcare sector are placed in the foreground.
A portrait image is combined with a duo image, which is intended to show the result of the messages: interdisciplinary cooperation, team spirit, but also a satisfied and trusting relationship between employees and patients. Real Zurzach Care employees stood in front of the camera for the campaign visuals.
The employer branding campaign is played out with a mix of organic and paid content, primarily on the careers page and social media channels selected for specific professional groups. Stories, reels and videos are set to a soundtrack composed specifically for the employer branding campaign. In addition to digital applications, posters, postcards and a trade fair stand were also developed.
