Employee Value Proposition Campaign
The People Make the Place
Johns Hopkins is renowned for their contributions to public health, engineering, the arts, and more. Internally, they wanted to recognize the people behind these achievements: the staff whose daily work drives the institution’s biggest breakthroughs. Johns Hopkins University partnered with Mission to bring its Employee Value Proposition (EVP) to life—crafting a unifying campaign that celebrates real employee voices and experiences across the University and Medicine.
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Work Like This Is Personal
The creative execution borrowed from bold editorial traditions, using a Time magazine-style layout that “heroed” employees visually and verbally. Each featured staff member was paired with a superlative that summed up their impact—reinforced by pull quotes that connected their personal stories back to their role. The result was a fresh, human campaign that aligned with the institution’s brand while also celebrating individuality. JHU came to us with the goal of becoming a national employer of choice. By authentically showcasing its culture, impact, career opportunities, and benefits through integrated storytelling and branded assets, we took a massive first step.
