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BAYADA

BAYADA Campaign

I love what I do

Case

With more than 345 offices in 22 states in 8 countries, BAYADA Home Health Care is one of the largest home health care providers in the country. They have become “a trusted leader in providing a full range of clinical care and support services at home for children and adults of all ages.”

Research

As BAYADA has grown, so has a shortage of healthcare workers. BAYADA needed a recruitment and retention program to continue delivering healthcare with “compassion, excellence and reliability.” From employee surveys and testimonials, “I love what I do” was, simply, a pervasive message.

Result

Few employees can say, “I love what I do,” but employees at BAYADA Home Health Care seem to be among those that honestly and genuinely can. To position BAYADA as an employer brand, AAJdesign built a campaign around these personal words, supported with the company’s collective tagline, “We love what we do.” This positioning approach was positively received both internally and externally and has reinforced BAYADA as a true employer brand.