Brand Development and Creative Strategy • Custom Data Tools and Analytics • Digital and Career Site Solutions • EVP Identification • Media Buying and Placement • Metrics
A $5 billion (and growing) industry leader that candidates don’t know much about: That’s the challenge faced by Cerner, the world’s largest publicly traded health information technology company. Cerner employs the world’s finest clinical and technical minds, who advance its prominent position at the intersection of health care and technology. To connect with high-caliber talent, we have collaborated on a far-reaching employer brand initiative and communication program.
What and who is Cerner? Together with our partners, we conducted exhaustive research to uncover and express its employment value proposition. What do the people of Cerner do? They “Touch Tomorrow.” This concept anchors and propels employer-branded creative, and is expressed through employees’ own stories.
What was once a cumbersome, hard-to-navigate site is now a candidate-focused, experience-rich careers site. After extensive discovery with Cerner and its employees, we redesigned and rewrote the site to be more relevant and engaging. A new navigation system and back-end redevelopment have vastly improved the speed, convenience, and effectiveness of the job-search process—including cross-referenced reverse search—for internal and external users.
Cerner sought out Shaker to create a custom-built dashboard that tracks candidate engagement across its digital outreach ecosystem. Tracking code was placed on the Cerner career site to record media sources driving traffic to the site. This information is joined with the candidates application data from the Cerner ATS, providing a holistic picture of the candidate traffic flow.
A wide array of targeted, employer-branded brochures builds on the “Cerner stories” to recruit candidates in various categories and levels.
A thoughtfully prepared guide ensures consistency in brand expression and offers clear direction on creating communications, including proper logo use, graphic standards, colors, fonts, and copy/content voice.