BC Children's Hospital
Must Love Kids
An employer brand and recruitment campaign that helped BC Children's attract a new generation of talent.
The Challenge
BC Children’s, once a destination workplace, was struggling to attract applicants by relying on reputation alone.
Confusion persisted over what set them apart from other hospitals, and many believed pediatric experience was required to apply. Internally, the team knew they had something special, but with a recruitment crunch looming, they needed to shift perception fast.
The Solution
We helped BC Children’s define an employer brand distinct from its hospital identity, anchored in a simple truth: when kids are at the center, culture transforms.
That purpose became the backbone of “Must Love Kids,” inviting people of all backgrounds to imagine making a difference at BC Children’s Hospital. Through deep listening and alignment, we built trust and launched a campaign with clarity, reach, and resonance.
The Results
The campaign didn’t just spark attention—it shifted perceptions and brought a wave of passionate new candidates through the door.
The first year of the campaign delivered standout results:
64,000 clicks on Apply Now and Learn More calls to action, resulting in a strong 2.5% digital ad click-through rate
258,000 landing page sessions with a 51% engagement rate
A 187% increase in overall website page views
And most importantly: a 50% increase in new grad applications and more than 180 new hires
