Building a Stronger Employer Brand
Creative Direction
Brand Strategy, Creative Direction
The Client
B. Braun Medical is a globally recognized medical device manufacturer helping healthcare professionals and health systems advance care and improve patient outcomes.
Well, there’s your problem
The Crux
B. Braun had a standout internship program—one of the strongest in the Lehigh Valley, representing over 20 divisions and drawing students from as far as Germany. But you wouldn’t know it from their digital presence.
Despite decades of success, the program was struggling to gain traction. Press releases, job fairs, and word of mouth just weren’t cutting it anymore. Without compelling content or a clear digital strategy, interest was slipping.
The deeper issue was recruiters lacked the tools and resources to effectively promote not just the internship program, but the broader story of what it’s like to build a career at B. Braun.
Highlighting Untold Stories
The Strategy
Pitching the concept to key stakeholders meant driving home the power of spotlighting real world experiences of passionate interns across divisions: bringing to life the scope, impact, and culture of the program through the voices of those living it.
Production included leading a team of junior creatives to hep concept, script, and storyboard the series, overseeing pre-production, and managing an external video team to bring it all to life.
What started as a single idea turned into a rich content ecosystem: one hero piece and six companion videos showcasing day-in-the-life snapshots of interns in action.
Website & Social Media Placements