Everywhere one looks its hard not to hear about challenges in healthcare and nursing shortages. HCA knew that to provide the best care for patients, and their families and serve their communities a new way of recruitment was needed. Old paradigms were challenged. We spoke with a wide array of stake holders and constituents. The result is an employer brand strategy that goes well beyond the ‘help wanted’ message common in this recruiting market. We helped them find an employer brand voice that can ring true and clear.