From RallyFwd December 2022

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Building a Winning
Careers Blog, One
Employee Story at a Time
Kristin Andreassi
Experience Consultant, UPMC
Bethany Thiede
Grace Leuenberger
Visual Designer, UPMC
Sr. Experience Consultant, UPMC

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1. The role a careers blog can
(and can’t) play in recruitment
marketing
2. The strategy behind engaging
storytelling
3. The do’s and don’ts of a
careers blog
WHAT YOU’LL LEARN

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Get to Know UPMC

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About UPMC
• A Pittsburgh-based
$24 billion health care
provider and insurer
• By the numbers:
92,000 employees,
40 hospitals, & 800
doctors’ offices and
outpatient facilities

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About Our Team
• HR Innovation &
Experience
• 13-member team of
content creators,
designers, recruitment
marketers, analytics
aficionados, and project
strategists

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Origins & Evolution of the
UPMC Careers Blog

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UPMC Careers
Blog Beginnings:
A Student-
Focused
Platform

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UPMC Careers
Blog Evolution:
Growing Our
Features &
Storytelling

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UPMC Careers
Blog Redesign:
Making the
Most of the
Pandemic

11. Before redesign

12. After redesign

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Analytics Overview

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Analytics Overview

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Lessons We’ve Learned

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#1: The role a
careers blog
can (and
can’t) play in
recruitment
marketing.
● Can serve as an expansion of existing or
short-form social content
● Can be utilized as a work-around when other
tech limitations persist
● Can drive leads to job postings or lead
generation forms
● Can be used to address critical recruitment
needs
● Can allow for experimentation with tone,
brand and visuals, types of media, and more

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#1: The role a
careers blog
can (and
can’t) play in
recruitment
marketing.
● Can’t be used effectively without a sharing
and distribution strategy
● Can’t be all things to all people; can’t please
all customers
● Can’t fill roles for you; the blog is an
ingredient in your recruitment recipe.

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#2: The
strategy
behind
engaging
storytelling
● Engaging storytelling…stays curious.
● Engaging storytelling…informs and inspires.
● Engaging storytelling…leads with
authenticity.
● Engaging storytelling…fulfills and refreshes
those who come in contact with it.

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#3: The Do’s
and Don’ts
of a Careers
Blog
● Do explore avenues to spread the word
● Do foster relationships throughout your
company
● Do be connected and curious
● Don’t create content for the sake of creating
content
● Don’t get discouraged by the challenges

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Takeaways

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Ditch the
script.
Break away from scripted
questions and lean into genuine
conversations with employees,
letting questions come
naturally.

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Evolve
and adapt.
Establish goals to help you
reach your ideal state, but don’t
let barriers outside of your
control stop you from creating
quality, engaging content.

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Harness
your
impact.
Ask for a seat at the table with
strategic partners. Commit time to
make an impact, prove ROI, and
the resources will come to you.

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What You Can Do Today

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No blog? Here are some ideas.
• Explore blog platforms
• Wordpress, Squarespace, Wix, Webflow
• Get creative with other channels!
• Instagram
• LinkedIn articles
• Email newsletter: distribution list or Substack

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KRISTIN ANDREASSI
Experience Consultant, HR
Innovation & Experience, UPMC
Thank You!
/in/kristin-snapp-
andreassi/
BETHANY THIEDE
Sr. Experience Consultant, HR
Innovation & Experience, UPMC
/in/bethany-wilson-
thiede/
GRACE LEUENBERGER
Visual Designer, HR Innovation &
Experience, UPMC
/in/graceleuenberger/