Employer branding campaign for Alb Fils Kliniken

The ALB FILS KLINIKUM, with around 2,500 employees, is one of the largest employers in the Göppingen district and, as an academic teaching hospital of the University of Ulm, combines medical research, modern treatment methods, and high quality standards in education and training. Against the backdrop of a shortage of skilled workers in the nursing sector and the relocation to the new clinic building in Göppingen, the employer brand was specifically strengthened to position the clinic as an attractive and reliable employer – under the campaign motto “Be part of something great”.

At the start of the project, we focused on sound consulting and a structured analysis. In workshops with nursing staff as well as interviews with managers and the hospital leadership, we identified key requirements for a modern employer in healthcare.

Together with HR, we refined ALB FILS KLINIKEN’s employer branding positioning. Topics such as working conditions, development opportunities and team culture were clearly defined and prioritised. The insights gained formed the strategic basis for the communication strategy and all further measures in the recruiting and skilled-labour project.

Based on the analysis, we developed an integrated communication strategy for recruiting skilled nursing staff. A clear thematic setting and consistent storytelling ensured that the clinic’s strengths were communicated credibly. As part of the PR and corporate communications measures, we transformed the content into a concise tone and a uniform brand identity. A professional photo shoot with nursing staff in everyday clinical life provided authentic visual material for the campaign.

To ensure high regional visibility, we also utilized out-of-home communication: large-scale billboards were placed along central traffic axes throughout the Göppingen district, making the ALB FILS KLINIKEN employer brand present in public spaces. These measures were part of the regional campaigning that made the campaign’s messages visible across all channels and specifically strengthened the employer positioning.

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A search engine-optimized microsite was the central element of the recruiting campaign. It structured the advantages of working at ALB FILS KLINIKEN and substantiated them with statements from nursing staff. Clear user guidance enabled direct contact with the HR department and straightforward applications.

In parallel, we developed the social media strategy for the campaign. This digital approach was a central lever for increasing awareness and generating targeted attention among potential applicants—including those in neighboring districts.

You can find more projects in the HR & employer branding area here:

https://eberle-business.de/projekte/