The Challenge
From medical excellence to a strong employer brand
Radiologische Allianz is an innovative network of medical practices with 15 locations and a clear commitment to medical quality and technological progress. The opportunity presented by this project was to strategically develop this profile not only professionally, but also as an employer: How can Radiologische Allianz sharpen its identity so that it is perceived as an attractive employer in the long term? And how can growth be used to put culture, retention and recruitment on a stable foundation?
APPROACH
Instead of focusing on short-term recruiting measures, the emphasis was deliberately placed on the core: identity, culture and motivation.
The aim was to develop an employer positioning that did not appear contrived, but arose from the very heart of the organisation. To this end, two perspectives were brought together: the internal perspective of the shareholders and the external perspective of candidates and employees. This created a solid foundation for developing an employer brand that is both strategically viable and emotionally appealing.
IMPLEMENTATION
Methods
In the first step, narrative in-depth interviews with shareholders were used to reveal the ‘lived mission statement’ of Radiologische Allianz. The statements were synthesized using semantic pattern analysis and consolidated into central themes, cultural principles and narratives. This made it clear how the alliance is fundamentally driven and how it has positioned itself in the market: as an independent network of expertise, consistently placing technological progress at the service of individualized medicine.
At the same time, qualitative motivation research was conducted with potential applicants and employees. Interviews and workshops were used to analyse decision-making logic, expectations and attraction factors, as well as perceptions, obstacles and retention factors. The focus was not on superficial benefits, but on the emotional and cultural factors that actually shape employer choice and loyalty.
In moderated strategy workshops, the findings were then reflected upon together with HR and management and translated into a strategic HR architecture. This resulted in a clear employer value proposition (EVP) that sums up the identity of Radiologische Allianz: ‘Seeing the whole patient.’ The narrative combines medical excellence, technological innovation and human focus to create a credible positioning both internally and externally. On this basis, a prioritised master plan was developed that interlinks cultural development, communication and employer attractiveness in the long term.
RESULT
The project delivered a strategically reliable foundation for sustainable growth: a sharpened mission statement, clear employer positioning and an employer promise that is emotionally compelling and professionally differentiated.
Radiologische Allianz can now position itself as an innovation leader with a people-focused approach. As an employer that combines medical quality and technological sustainability with individual development and a sense of belonging. The HR strategy therefore became not only a recruitment tool, but also a cultural compass for retaining and attracting qualified employees in the long term.