Telling a brand’s story through the people who bring it to life.

Facing stiff competition for employees from Buffalo’s largest medical practices and hospital systems, nonprofit community provider Evergreen Health needed help attracting right-fit employees to support its ongoing growth. For that, the organization engaged Block Club to promote its uniquely progressive and inclusive employer brand.

As a healthcare provider focused on serving people living with chronic illnesses like HIV and those underserved by the healthcare system like the LGBTQ community, the homeless, and drug users, it’s critical for Evergreen to find not only highly skilled but also value-aligned employees. In service of its particular recruitment needs, we developed a content franchise called Team Evergreen, featuring the stories of the organization’s diverse and dedicated staff.

Our monthly deliverables for the Team Evergreen franchise include a long-form Q&A-style blog post; a TL;DR version of the same profile for Evergreen’s internal use; copy for social media posts on Facebook, LinkedIn, Twitter, Instagram, and Instagram Stories; and visual assets to support all formats and platforms. We also devised a distribution strategy to reach targeted audiences outside of Evergreen’s existing social networks.

Not only does the franchise give Evergreen more visibility in the marketplace, it also conveys Evergreen’s welcoming, affirming, and nonjudgmental culture and its proprietary harm reduction model that empowers patients to set their own health goals, with the effect of attracting job candidates who ascribe to the same care philosophies.