Making Hiring Messages Easier to Act On

Benefits Experience & Hiring-Event System | Wellstar Health System

A clearer information structure and repeatable campaign system for fast-moving healthcare recruitment needs across more than 400 locations.

Role

Associate Creative Director
Acting Creative Director with Hands-On Art Direction

Creative Team

Led an Art Director and Copywriter

Partnership

 Eight months

Stepping Into an At-Risk Account

I joined Wellstar when the account needed stronger creative leadership. Recruitment work was arriving as a series of quick-turn requests without a developed employer brand or a repeatable system for frequent hiring events.

I led the Art Director and Copywriter while working directly with the account team and client. When the work needed extra speed or support, I stepped back into hands-on art direction.

Finding the Real Communication Problem

Wellstar had a strong benefits story, but individual deliverables were also expected to carry pay information, incentives, and event details. The volume made the work crowded and difficult to navigate.

I helped the team establish a clearer hierarchy so candidates could understand the opportunity first, with supporting information available where it was most useful.

Giving Benefits Room to Breathe

To reduce the pressure on individual recruitment assets, we offered Wellstar a dedicated one-page benefits experience. I designed the page using established career-site modules and introduced more distinctive treatments where the existing components were not enough.

The experience gave the client one place to communicate the breadth of its benefits. I worked with developers through review and quality assurance to ensure the hierarchy held within the existing platform.

Replacing One-Off Requests With a System

Hiring events occurred every few weeks, often with short lead times and requests for multiple visual options. Starting over for every event made consistent quality difficult to maintain.

I recommended an approved template system. The Art Director, Copywriter, and I developed the initial directions, and I contributed hands-on design where the account needed added support.

Each event began with a lead social carousel. Once approved, that direction expanded into the required campaign materials. The foundation remained consistent while color and imagery could change with the audience.

Leading With Flexibility

The account required me to move between creative leadership and direct execution. I coached the Art Director by explaining why a solution was not yet working and giving him room to find the stronger answer.

When timelines were tighter, I gave more direct guidance or stepped into the work myself so the creative standard did not slip.

Leaving the Work Stronger

Over eight months, the client recognized a significant improvement in creative quality. The benefits page created a clear information destination, while the event system gave the team a more reliable way to support recurring hiring needs.