Challenge
Sound Physicians is a physician-founded healthcare organization operating across multiple service lines, each with distinct clinician audiences, motivations, and expectations. As the organization evolved and refreshed its brand, there was an opportunity to evaluate how the employer value proposition, visual identity, and storytelling were translating across recruitment and internal communications.
The challenge was not defining Sound Physicians’ mission, which is already clear and authentic, but understanding how consistently that mission showed up for talent. Clinicians, business colleagues, and recruitment teams all experience the brand differently depending on where and how they encounter it. Ensuring clarity, cohesion, and emotional resonance across those touch points is critical in healthcare recruitment, where trust, credibility, and time sensitivity matter deeply.
This assessment focused on identifying opportunities to strengthen employer brand storytelling while supporting the practical needs of talent acquisition and internal teams.
Execution
I conducted a comprehensive employer brand and EVP assessment through a talent-first lens, approaching the work as a strategic and creative engagement.
This included reviewing Sound Physicians’ public website, employer messaging, visual identity, recruitment content, and internal brand signals. I evaluated how the refreshed brand language, typography, color palette, and imagery translated across employer-facing touchpoints and how effectively they supported storytelling for different clinician audiences.
I analyzed the EVP through the lens of real recruitment marketing needs, assessing how clearly themes such as purpose, autonomy, collaboration, and patient-centered care were communicated. Particular attention was given to how different service lines might require nuanced messaging and visual treatment to feel authentic and credible to their specific audiences.
Insights were translated into a narrative interpretation of the employer brand, with recommendations grounded in scalability, usability, and clarity for recruiters and internal partners.
Outcomes
The assessment confirmed that Sound Physicians has a strong, mission-driven employer brand foundation rooted in making healthcare more human and supporting clinicians at the bedside.
Key outcomes included:
• A clearer articulation of EVP themes as they relate to talent attraction and retention, emphasizing purpose, empathy, accountability, and clinician leadership.
• Identification of opportunities to strengthen consistency across recruitment and internal communications through repeatable visual systems and templates.
• Recommendations for expanding employer brand storytelling beyond job postings into more engaging formats such as clinician spotlights, social-first content, and short-form video.
• Validation that the refreshed visual identity communicates confidence and credibility, with opportunities to further tailor employer-specific guidelines where talent engagement requires a different emphasis than corporate growth marketing.
• Overall, the work highlighted how intentional storytelling and scalable creative systems can help recruitment teams move faster while maintaining brand integrity.
Employer Brand & EVP Assessment Doc
Next Steps & Insights
This assessment surfaced clear opportunities to build a more cohesive employer brand ecosystem over time.
Future opportunities include developing recurring EVP storytelling series, refining employer brand guidelines to support recruitment use cases, and creating plug-and-play assets that empower recruiters and internal communicators to work efficiently without sacrificing quality.
The key insight from this work is that employer brand success in healthcare depends on balancing strategy with empathy. Strong design systems matter, but they are most effective when grounded in real human experience and respect for clinicians’ time and realities.
This project reflects my approach to employer brand work: listening first, identifying what already works, and building thoughtful, scalable creative solutions that help organizations tell their story with clarity and care.