University of California San Francisco Medical Center

Internal Communications

ASSESS

University of California San Francisco Medical Center (UCSFMC) is a forward thinking organization. This sentiment is derived from efforts to ensure their brand promise rings true at every candidate/employee touch point. Seeking interesting ways to engage/retain their employees, UCSFMC chose to participate in a local Bay Area pilot program created by the Jewish Vocational Services (JVS). LiLA (Life Long Learning Account) is a program like a 401K account that an employee and UCSFMC both contribute pre-tax dollars to, which can then be used to pay for education and training leading to career advancement. The program needed to be seen as a UCSFMC program or as a joint venture with JVS and employee interest needed to be increased through internal promotion.

STRATEGIZE

We proposed launching a two phase internal campaign that would utilize posters with Òtake awayÓ pads that contained details for the programÕs information sessions. In addition, flyers were distributed onsite and mailed to employee homes. We leveraged the existing Hodes created employer branding campaign to create the message ÒThe Joy of Learning,Ó which encouraged people to learn more so they can earn more. Images were carefully selected and included minority mature employees with a lower income.

IMPLEMENT

Both facilities were completely decorated with posters in the halls and in cafeterias. Employees also received flyers at home, as well as personal phone calls from HR. And because we reinforced the employer brand, it defined the initiative as a HR program for existing employees.

MEASURE

Before the first information session, the take away flyers needed to be replenished and additional sessions were added to maintain momentum. The 50 available slots for LiLA were filled with a total cost of $5,500 and a cost-per-participant of $110. The program also generated positive employee engagement, which reinforced UCSFMCÕs employer brand promise.