2018 EMPLOYER VALUE PROPOSITION COMMUNICATIONS PLATFORM VOLUME 1: CORE STYLE GUIDE - January 2018

 
2018 EMPLOYER VALUE PROPOSITION COMMUNICATIONS PLATFORM VOLUME 1: CORE STYLE GUIDE - January 2018
2018 EMPLOYER VALUE PROPOSITION
      COMMUNICATIONS PLATFORM
                      VOLUME 1:
               CORE STYLE GUIDE
                         January 2018
2018 EMPLOYER VALUE PROPOSITION COMMUNICATIONS PLATFORM VOLUME 1: CORE STYLE GUIDE - January 2018
INTRODUCTION

Welcome. This Style Guide is offered as a work tool for individuals who are developing assets within the
UnitedHealth Group Employer Value Proposition Communication Platform. We have tried to anticipate
questions and issues that occur under normal content development.

Templates and source files for creative work are located in our asset management site.

In order to maintain the integrity of the communications platform so we can strengthen our employer
value proposition, all communications materials created should go through our online proofing system
before they’re published or broadcast.

If you have any questions concerning this Style Guide, you can reach us as follows:

• Heather Polivka, Sr. Director of Global Employment Branding & Marketing heather_polivka@uhg.com

• Heidi Chapeau, Associate Director of Talent Marketing heidi_chapeau@uhg.com

This Style Guide and all of the contents expressed within are the exclusive property of UnitedHealth Group.
Materials and content may only be used with permission.

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2018 EMPLOYER VALUE PROPOSITION COMMUNICATIONS PLATFORM VOLUME 1: CORE STYLE GUIDE - January 2018
Volume 1: Core Style Guide

           01   Employer Value Proposition      4
                  Manifesto                     5
                  Brand Vision                  6
                  Co-Branding                   9

           02   General Guidelines - Copy      10
                  Content Development           11

           03 General Guidelines - Graphics    25
                Logo Usage                     26
                Typography                     29
                Color                          30
                Photography                    35
                Iconography                    38

           04 Assets                           41

Contents
                 New Assets Approval Process   42
                 Existing Approved Assets      43

           Volume 2: External Communications
           Volume 3: Approved Assets
           Volume 4: Internal Communications
2018 EMPLOYER VALUE PROPOSITION COMMUNICATIONS PLATFORM VOLUME 1: CORE STYLE GUIDE - January 2018
01
Employer Value Proposition
2018 EMPLOYER VALUE PROPOSITION COMMUNICATIONS PLATFORM VOLUME 1: CORE STYLE GUIDE - January 2018
01   Manifesto                                                                                                                             Employer Value Proposition

     Performance Inspired By Purpose
     We have a bold mission: Help people live healthier lives and help make the health system work better for everyone.

     These aspirations attract a certain type of person: Uncommonly talented. Data-driven. Determined to make a difference. Innovative and
     Compassionate. Bold and Courageous. Decisive and Flexible. Comfortable operating outside their comfort zone at an exhilarating pace.
     Collaborative, passionate people who are intensely committed to our ambitious goals while never losing sight of what’s really important:
     the people we serve.

     We are asking a lot. So we give a lot. Our environment is designed to empower you to be your best. We encourage you to think boldly. To
     raise the question no one’s asking. To frame the big picture and then realize the satisfaction of executing to the smallest detail. To never be
     afraid to venture into uncharted territory.

     Everything we accomplish is only possible because we work in collaboration with amazing customers, providers and partners—people
     who share our passion, purpose and vision to help us realize our mission.

     We’re driven to transform health care. It’s not just our business, it’s our purpose.

     And some day when you take time to reflect on the achievements you were a part of, you’ll realize you seized an opportunity to
     do your life’s best work.SM

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2018 EMPLOYER VALUE PROPOSITION COMMUNICATIONS PLATFORM VOLUME 1: CORE STYLE GUIDE - January 2018
01   Brand Vision                                                                                              Employer Value Proposition

     There’s Always A Better Way

     UnitedHealth Group competes within an industry that has great impact on millions of people in dozens of
     ways. We ask our customers to trust us with serious work and we take our responsibilities seriously. The role
     we play presents us with new challenges, new experiences and new opportunities on a daily basis.

     At every level, we elect to face these challenges with a one-two approach of smart thinking and hard work.
     We value ingenuity in problem solving that works internally to build our business competency and works
     externally to build healthy outcomes and healthy lives.

     The motivation that drives us is to achieve a better way—to achieve more often—to make the most of our
     collective resources. This is what convinces so many committed and talented people to work with us.
     Because of the way we care, the way we think, the way we treat one another, the people of UnitedHealth
     Group have many successes. And that helps us win a lot of opportunities. Winning in our business is never
     going to be easy; but it is challenging and fulfilling just the same. We are winning with better ideas. There is
     no limit to where we can go.

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2018 EMPLOYER VALUE PROPOSITION COMMUNICATIONS PLATFORM VOLUME 1: CORE STYLE GUIDE - January 2018
01   Brand Vision (continued)                                                                                                                                  Employer Value Proposition

     A Better Way To Care
     We care about every customer. It’s our business to provide care for them. But it’s how we care that makes us different and better than the alternatives within
     their reach. Not only do we measure the performance of providers, we also ensure that every patient interface and communication meets our highest quality
     standards. We guide customers in how to best use the system—far beyond its reimbursement aspects. We emphasize quality in the customer experience with
     our reimbursement process. We bring proven ideas to communities/society/customers on how the system can work better. When the people of UnitedHealth
     Group fully embody this unique approach, they experience a deeply felt sense of pride and achievement. Our drive to find better ways to care reflects the value
     we place on both the integrity of the individual and the integrity of our contributions.

     A Better Way To Think
     We attract really bright people to help solve challenges; to help create sustainability and competitive superiority within one of the world’s largest, most complex
     and most demanding health care systems. We put emphasis on a search for better ideas—coupling truly superior data collection and analysis with really smart
     application of the insights we gain. So, we’re not just inventive in our approach to new solutions, we’re also incredibly effective. When someone at UnitedHealth
     Group presents a better idea, they have the satisfaction of seeing that idea get shared among thoughtful people, get respectful consideration, get built upon
     and often, come to fruition. The more this happens, the more self-reinforcing it becomes. This reflects the value we place on being leaders in our industry and
     community.

     A Better Way To Succeed
     We expect a high level of performance from ourselves, our providers and our business partners. We set stretch goals and we work very hard to exceed them.
     This is only possible because we empower one another with freedom, resources and respect. The innovation of our culture has helped us build an organization
     that is uniquely capable in breadth and depth of services for customers and opportunities for employees. People here can go as fast and far as they want—in the
     directions they choose.

     Success is expected, measured and rewarded with increasing opportunities and responsibilities. This reflects the deeply shared value we place on growth.

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2018 EMPLOYER VALUE PROPOSITION COMMUNICATIONS PLATFORM VOLUME 1: CORE STYLE GUIDE - January 2018
01   Brand Vision (continued)                                                                                                                               Employer Value Proposition

     Brand Personality
     The UnitedHealth Group Employer Value Proposition Communications Platform is friendly, conversational, direct and very interested in its world. There’s a calm
     intensity in its bearing; something captured in the eyes that reflects professionalism, composure, confidence and energy.

     It is supremely confident, but not complacent. It wants to win. It wants to make a difference. It has little time for nonsense.

     The EVP communications platform is built on a premise that at UnitedHealth Group you can do your life’s best work.SM But you have to have the attitude of the
     best—not just average. UnitedHealth Group employees are best at making something comparatively better than they found it. They are pushing for a higher level
     of excellence, quality and innovation in every dimension of their life.

     Brand Traits
     The dominant trait expressed in the EVP is the pronounced sense of purpose that is shared across the UnitedHealth Group workforce. This
     is a natural outgrowth of the organization’s mission and values.
     Performance-oriented
     Driven
     Innovative
     Leader
     Confident
     Compassionate
     Relationship-focused

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2018 EMPLOYER VALUE PROPOSITION COMMUNICATIONS PLATFORM VOLUME 1: CORE STYLE GUIDE - January 2018
01   Co-Branding                                                                                                                                                 Employer Value Proposition

     In North America, using the Business brand is the exception, rather than the rule. UnitedHealth Group has been determined, in partnership with executive
     leaders across the company, to be the default for all external engagement for talent, given the greatest value out of the employment experience is gained at
     the enterprise level with our scale of career opportunity and ability to lead/impact the industry we are in. There are times when it is appropriate to attract and
     engage talent at a business level. To determine if you should use the business brand in combination with the EVP externally, use the following questions:

     Is there a legal reason we need to reach out (or not) to talent under a specific brand?        Has a business sponsored or partnered to host the event?
     • Yes? Brand as needed to comply with legal requirements                                       • Yes? Potential Co-branded Opportunity
     • No? Potential UnitedHealth Group or Co-branded Opportunity                                   • No? UnitedHealth Group
     Does the targeted talent pool address needs across businesses?                                 Is the target talent pool proprietary to a particular business or geography?
     • Yes? UnitedHealth Group                                                                      • Yes? Potential Co-branded Opportunity
     • No? Potential Co-branded Opportunity                                                         • No? UnitedHealth Group
     Is there more than one UnitedHealth Group business operating in this location?                 Is the business an approved external facing brand?
     • Yes? UnitedHealth Group                                                                      • Yes? Potential Co-branded Opportunity
     • No? Potential Co-branded Opportunity                                                         • No? UnitedHealth Group

     The current default go-to-market branding for the following geographies due to proprietary business presence and/or business brand strength are:

     Brazil: Amil, Optum or Americas Serviços Médicos, co-branded with UnitedHealth Group

     India: Optum, co-branded with UnitedHealth Group

     Ireland: Optum, co-branded with UnitedHealth Group

     Philippines: Optum, co-branded with UnitedHealth Group

     For questions on potential co-branding opportunities, please contact Heather Polivka, Sr. Director of Global Employment Branding & Marketing
     heather_polivka@uhg.com or Heidi Chapeau, Associate Director of Talent Marketing heidi_chapeau@uhg.com.

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2018 EMPLOYER VALUE PROPOSITION COMMUNICATIONS PLATFORM VOLUME 1: CORE STYLE GUIDE - January 2018
02
General Guidelines—Copy
02   Content Development                                                                                                                                            General Guidelines—Copy

     Messaging
     UnitedHealth Group is a multifaceted organization. Our work is complex. Our reach is immense and our impact, in many ways, is immeasurable. So our
     messaging should reflect that. That’s why we’ve created a messaging structure that will help develop complete narratives that express:

     • The importance of our mission and the depth and reach of our organization

     • The particulars of our businesses and our industry and the aggregated strength of our people and our resources

     • The details of any particular business context. Please, see next page for step-by-step directions on how to build the message.

     Voice
     We want to talk directly to the audience as much as possible. The communication should feel personal, so the second person, singular voice must feature
     prominently. Speak directly to our audience and help them connect personally with what we’re describing. Even headlines and subheads can directly address the
     reader. This can be done using “you” or “your,” but it can also be done with clearly written action statements such as “Make a bigger difference in a bigger pond”
     where the “you” is implied. We want our message to connect with our audiences in a way that exceeds simple professional qualifications. We want to connect
     with people who feel affinity for our mission, our culture, our Employer Value Proposition and see themselves benefiting from and contributing to it.

     Tone
     The tone of “your life’s best work.SM” is anti-vanilla. The anti-vanilla of Fortune 25 companies. We are the anti-vanilla of health care organizations. Corporate speak
     (“We are the quality innovation leader”) is out. Instead, let’s speak the same way we’d talk with a person sitting across from us. What would we say to open the
     conversation? What is not obvious about us to someone looking in from the outside?

     Differentiate. UnitedHealth Group is different than other health care organizations. Working here is different. The people you meet, serve and work with every day
     are different. Our communications need to reflect that differentiation.

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02   Content Development (continued)                                                                                                                                                General Guidelines—Copy

     Building The Message
     Whether you are building a message for external or internal audiences, you need to make sure you develop a narrative that brings our multi-dimensional Employer Value Proposition
     to life. Building it in step-by-step layers helps. As you go through these steps, always keep in mind the personal and direct voice and the familiar, confident, conversational tone of our
     platform. Most importantly, when writing for our Employer Value Proposition, have fun.

              Start with what we call the Base Narrative. Keeping the Base Narrative always in mind will provide a solid, stable support for your message and will keep it aligned with our
              Employer Value Proposition: Regardless of our location, functional area or role, we all share attributes that make us one unique organization. We all share the same mission.
              We all work in the same general business structure. We are all part of an organization that leads our industry. We are a diverse group of individuals. Diverse in every sense

     1
              of the word. However, we all share a similar “attitude” towards life and work. We, as a group, are overachievers. We are focused. We are intense. We are passionate. We are
              compassionate. We are performance-driven.

              We believe that, through our aggregated individual contributions, we can shape the world around us. We believe that we will not just succeed in our mission, but that along
              the way, we are constantly changing many things for the better.

              We all share in the great impact our organization has in the lives of millions of people. And because we share in this historic mission, we share in the pride that we are all
              doing our lives’ best work.

                       Start building the Main Narrative by bringing in details about our strengths as an organization. Our values. The significant role we play within our industry. Our
                       reach. Our available resources. The impact we have on millions of lives. Our constant drive to adapt and improve and integrate our products and services in order

            2
                       to better serve our customers.

                       Round out the Main Narrative by making a connection between our strengths as an organization and our extraordinary people. The unusually high level of
                       focus, intensity and passion we bring into work. Our subject matter expertise. Our determination to always overachieve. Our drive to out-perform ourselves. The
                       pride we feel in knowing that what we do really matters.

                       Create a strong connection between the reach, impact and strength of our organization and the passion, drive and performance of our employees in order to build
                       a strong message about shared and personal achievement, growth and prosperity. In other words, our Value Proposition.

                     3
                                Every piece of communication should have a specific target audience and should cover specific subjects. Once you have a strong messaging foundation
                                built on the strengths of our organization and our extraordinary employees, build the Application Narrative around the specific subject you are trying
                                to communicate and make that subject relevant to the specific interest and/or business context of your target audience.

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02   Content Development (continued)                                                                                                                                  General Guidelines—Copy

     The EVP Promises
     One place to start when building a message is with our EVP Promises. These 7 unique statements unite us—and define our EVP because they are present in every
     business function and segment at UnitedHealth Group:

     1. You will greatly improve the life and health of others

     2. You’ll have the most opportunities to grow and develop

     3. You’ll be a valued member of a diverse, high caliber team

     4. You’ll help create and deliver quality health care solutions

     5. You’ll be empowered to do your best work

     6. Your performance will be recognized and rewarded

     7. You’ll discover a challenging pace and drive to perform better tomorrow than today

     You can use these dimensions of the EVP when you are building the Base Narrative and the Main Narrative copy and to help make a connection with the Application Narrative
     (see previous page). You can use these statements as starting points to write headlines, subheads and brand bugs.

     See Volume 2: External Communications Guide to learn how these EVP Promises apply to our external communications efforts.

     See Volume 4: Internal Communications Guide to learn how these EVP Promises apply to our internal communications efforts.

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02   Content Development (continued)                                                                                                                                               General Guidelines—Copy

     your life’s best work.SM
     “your life’s best work” is not a traditional tag line to be placed beneath the logo. In fact, it is intended to live within a system of messaging on any given piece. Keep in mind that it
     should never be “locked-up” with any of our corporate logos. Also, know that this line and the usages we show here have been registered as our service mark. Always bold the line and
     utilize a “pop” color that is already in play in the piece to accent it. e. g., “…learn why UnitedHealth Group is the place to do your life’s best work.SM

     Please be mindful of readability (for example, we do not recommend using lemon or lime). Co-branded items should use the specific business brand’s color palette.

     We need to protect the integrity of our service mark:

     • Never change the order of the words or introduce other                 “your life’s best work” can be used as a stand alone              ...your professional life’s best work.SM
       words in the middle of it                                              element in a few, very selective situations. These are
                                                                                                                                                ...their life’s best work.SM
                                                                              driven by the trademark rules of countries in which
     • Never change any of the four words
                                                                              we are using the EVP. This usage must be flagged and              ...the best work of your life.SM
     • Never break it into two or more lines*                                 submitted for approval in every case. As a stand alone,
                                                                                                                                                Your life’s best work.SM
                                                                              the word your should not be capitalized and the SM
     • It should never lead a sentence or a paragraph
                                                                              symbol must be used along with the appropriate pop                Your life’s best workSM will reach millions of people....
     • It should never be an “orphan” in a line by itself*                    color or bolding.
                                                                                                                                                ... millions of people around the world when you do your
     • When adjacent to text, it should always be at the                      In the rare instances when “your life’s best work” is used        life’s best work.SM
       conclusion of a paragraph; after all, the period is part               alone, it should always be paired with the appropriate
                                                                                                                                                You will reach millions of people when you do
       of our service mark “your life’s best work”                            URL for the hiring organization as shown below:
                                                                                                                                                your life’s best work.SM
     • Always use the registered service mark symbol. It’s a                  workatUHG.com
       fixed element of the “your life’s best work” line
                                                                              workatOptum.com

                                                                              workatUHC.com
                                                                                                                                                You will reach millions of people around the world when
                                                                              workatAmil.com                                                    you do your life’s best work.SM

     * This may be unavoidable with digital formats and responsive design.
     When referring to the your life’s best work communications platform in internal, non-marketing documents, the service mark
     symbol should also be included on the first occurrence of “your life’s best work” on each page.                                                                                                        14
02   Content Development (continued)                                                                                                                                                                          General Guidelines—Copy

     The EVP as storytelling
     Every individual will come to our communication with differing needs, preferences and attitudes about career opportunities and work. We’ve
     constructed this EVP to address those needs and preferences in a way that encourages self-selection and self-inclusion.
     Every element of every piece needs to work together to create a cohesive message. The headlines and subheads must align to the passion
     image selected and, where copy is included, it must payoff both the image and the headlines in a way that helps the reader understand their
     fit to the job role as well as the UnitedHealth Group business and culture.
     The same level of integrated thoughtfulness should be applied to the call to action, the use of brand bugs and the overarching level of tonality
     that we deliver.
     Understanding and managing the interplay between all elements is fundamental to maximizing the impact of the piece.

       Bad use of storytelling:                                                                            Good use of storytelling:
       Headline content doesn’t have                                                                       Headline content relates well
       a strong relationship with the   Shift to a gear you didn’t                                         to the subject matter. The      Shift to a gear you didn’t
       chosen imagery.                  know you had.                                                      copy, header, image, etc. all   know you had.
                                                                                                           speak together as a form of
                                                                                                           storytelling.

                                                                     Some people take things as they                                                                    Some people take things as they
                                                                     come. Others relentlessly push                                                                     come. Others relentlessly push
                                                                     themselves to go farther. For these                                                                themselves to go farther. For these
                                                                     high performers, a position on a                                                                   high performers, a position on a
                                                                     team at UnitedHealth Group is                                                                      team at UnitedHealth Group is
                                                                     a natural fit. We offer more than                                                                  a natural fit. We offer more than
                                                                     the talent, resources and can-                                                                     the talent, resources and can-
                                                                     do culture—we offer a place to                                                                     do culture—we offer a place to
                                                                     improve the lives of others while                                                                  improve the lives of others while
                                                                     doing your life’s best work.
                                                                                                SM
                                                                                                                                                                        doing your life’s best work. SM

                                                                     Diana M. RN                                                                                        Paul G.
                                                                     Actress                                                                                            Cyclist
                                                                     Registered Nurse Case Manager                                                                      Sr. Cyber Security Analyst

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02   Content Development (continued)                                                                                                                              General Guidelines—Copy

     Writing Headlines
     OK, this is the hard part. Naturally, the primary role of a headline is to grab the   1. The first step in writing a header is to choose a personal characteristic or trait
     reader’s attention and drive engagement with the content to follow. But in the EVP       that best aligns to the content of your program/materials.
     platform that we’ve developed, the headline is also responsible for setting a tone
                                                                                           2. Then exaggerate that trait to indicate how it works within our unique culture.
     that is then carried through all of the content. And the tone is critical.
                                                                                           3. And, as we describe below, the headline will set the stage for a subhead,
     The headline serves an essential purpose in attracting the attention of people who
                                                                                             picture and body copy that connects the reader’s career interests with our
     will best fit our culture and work styles. These are often, but not always, written
                                                                                             roles and challenges.
     as “truisms” that express a belief in a way that characterizes what makes working
     here unique. Here’s our approach. We want to write a statement or a challenge that    The following headline demonstrates a stronger than average sense of quality
     puts forward the unique POV captured in our EVP. This is a high performance work      and performance:
     environment. This is not just another job. We’re changing the world of health care.
                                                                                           Excellence. It’s a start.
     We’re driving our industry forward. We’re helping millions of people live healthier
     lives. And we’re doing our life’s best work.                                          This headline would be very useful for introducing a training program or a new
                                                                                           feature of the Total Rewards benefits package. The following demonstrates a
     When developing headlines and copy, make sure that they are clever; that they
                                                                                           stronger than average sense of compassion and achievement:
     represent a strong world view and that they foretell what the reader will find in
     terms of personality and tone in the rest of the material.                            When you work to better people’s lives, one of those lives will
                                                                                           always be yours.
     For tone, remember that one of the main elements that sets UnitedHealth Group
     apart is our people who are relentlessly driven—who strive for high performance—      This is an example of how we can communicate to a clinician who might be
     who demand more from ourselves and from others. Our passion for achievement           looking for a career opportunity where she can truly make a difference in
     is reflected in everything we do, including and especially our work.                  people’s lives.

     Keep in mind that headlines will mostly be used in materials aimed at an external
     audience, where our communications compete for attention with a myriad of other
     communications. In this usage, they will drive “fit” to the culture. However, there
     will be instances where a headline is intended for internal communications where
     we want to grab the attention of our audience in an unexpected way and remind
     them of how we all contribute to the culture in ways that express our personalities
     and passions.

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02   Content Development (continued)                                                                                                                           General Guidelines—Copy

     Here are a couple of examples of headlines that align successfully with our Employer Value Proposition:

     You want to target an internal audience to promote a talent                                 You want to target your communication at professionals who are
     development program:                                                                        looking to take their career to the next level:
     Shift to a gear you didn’t know you had.                                                    How comfortable are you outside of your comfort zone?
     Is it direct?                                                                               Is it direct?
     —YES                                                                                        —YES

     Is it eye-catching?                                                                         Is it eye-catching?
     —YES                                                                                        —YES

     Does it help make the message personal?                                                     Does it help make the message personal?
     —YES                                                                                        —YES

     Does it help put a focus on a positive characteristic of our people or                      Does it help put a focus on a positive characteristic of our people or
     our organization?                                                                           our organization?
     —YES                                                                                        —YES

     Does the headline help put a focus on our passion for achievement?                          Does the headline help put a focus on our passion for achievement?
     —YES                                                                                        —YES

     Here are a few questions that will help you avoid pitfalls:

     • Is it or could it be credibly used by most employers?
     • Does it sound like a “successories” poster?
     • Is it bland or middle of the road?

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02   Content Development (continued)                                                                                                                                             General Guidelines—Copy

     Headline Examples
     These are samples of approved headlines. You may use these headlines if they are appropriate for your purposes; however, we encourage you to write new
     headlines that are relevant to your specific business needs and align with our Employer Value Proposition.

     Excellence. It’s a start.                                      Perform Intensely. Achieve Immensely.                            For those with the desire to explore, there’s always opportunity to
                                                                                                                                     excel.
     A job shouldn’t define you. It should reflect you.             What you care about inspires what you bring about.
                                                                                                                                     How you face a challenge determines what you learn from it.
     Would you rather climb a ladder? Or a mountain?                Reaching new heights starts with the courage to leap.
                                                                                                                                     Knowing the right move can make all the difference.
     When you work to better people’s lives, one of those lives     When the world says it can’t be done, it’s time for a second
     will always be yours.                                          opinion.                                                         Finding new ways to perform is a great way to discover who you
                                                                                                                                     are.
     How comfortable are you outside your comfort zone?             When compassion is unleashed, the potential is unlimited.
                                                                                                                                     Passion at full volume leads to compassion with full impact.
     It takes courage to find out how good you can be.              It takes wisdom to know your limitations and courage to exceed
                                                                    them.                                                            Looking deeper will always let you think bigger.
     Shift to a gear you didn’t know you had.
                                                                    Before you take the lead you have to get in the game.            Discovering your place in the world is the first step in helping to
     If you were a kid, would you look up to you?
                                                                                                                                     change it.
                                                                    Inspiration can happen anywhere and take you everywhere.
     Thinking outside the box starts with getting out of the box.
                                                                                                                                     No one has ever changed the world by being mildly curious.
                                                                    Practice makes perfect. Passion makes performance.
     All in. It’s the only way to go.
                                                                                                                                     When you work to better people’s lives, one of those lives will
                                                                    If you want to make the shot, you have to take the shot.
     Making a different move can bring about a better outcome.                                                                       always be yours.
                                                                    What inspires your life can transform your career.
     Inspiration can happen anywhere and take you everywhere.                                                                        Changing the world starts with teaching others.
                                                                    The team you’re on can shape the impact you have.
     One small step can take you farther than you imagined.                                                                          For some of us, it’s always game on.

     The headlines and subheads must align to the passion image selected and, where copy is included, it must payoff both the image and the headlines in a way that helps the reader
     understand their fit to the job role as well as the UnitedHealth Group business and culture.

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02   Content Development (continued)                                                                                                                                 General Guidelines—Copy

     Writing Subheads
     The subhead plays a key role in helping the reader make a connection between their potential role and our overall EVP. So, here you draw on the job role and
     the potential impact a candidate might have within the context of the UnitedHealth Group business unit that they would be joining. This is where you can
     connect to the drivers of engagement like impact, sense of pride, levels of challenge, etc. for that job family or audience.

     Also with respect to subheads, it is something that is true for that job family in our unique environment. So if the header is a truism for all who are a fit to our
     culture, then the subhead is specifically about that target audience (clinical, tech, etc.) at UnitedHealth Group.

     Here are examples of headline and subhead combinations that demonstrate the pairing for specific job families:

     Clinical/Medical:

     Headline: Will your inspiration help you be one?

     Subhead: Let the compassion in your heart match the knowledge in your head.

     Technology:

     Headline: Get your game face on.

     Subhead: Take your potential to new levels with one of the world’s most ambitious technology teams.

     Customer Service:

     Headline: All in. It’s the only way to go.

     Subhead: Come share our full scale commitment to making health care work better for all.

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02   Content Development (continued)                                                                                                                                General Guidelines—Copy

     Writing Body Copy
     Now that you have had the opportunity to learn more about               Here’s an example of how to write an intro paragraph, directed to an internal audience promoting a
     writing within the Employer Value Proposition platform, it is time to   professional development course, that makes our Employer Value Proposition spring to life:
     get to work!
                                                                             First Draft:
     When developing copy, ask yourself these eight questions:
                                                                             In our business, expertise is a moving target. The health care system refuses to sit still. Complex,
     • Does the copy address our mission, our organizational strengths?      unpredictable, in constant flux, it presents us with new challenges every day. That’s why, at
                                                                             UnitedHealth Group, doing your life’s best work means being at the cutting edge of innovation,
     • Does it address our industry and the impact UnitedHealth Group        always. Take advantage of this opportunity to learn something that will help you advance your career.
       has in it?
                                                                             Does the copy address our mission, our organizational strengths?
     • Does the copy address the focus and intensity that makes our          —NO
       employees exceptional?
                                                                             Does it address our industry and the impact UnitedHealth Group has in it?
     • Does the copy express the shared prosperity (with the organization,   —YES; very vaguely.
       the industry and/or our customers) that will derive from you taking
                                                                             Does the copy address the focus and intensity that makes our employees exceptional?
       that action?
                                                                             —NO
     • Does your copy have a clear call to action?                           Does the copy express the shared prosperity (with the organization, the industry and/or our
     • Does the copy sound formal and corporate or does it sound             customers) that will derive from you taking that action?
       conversational and engaging?                                          —NO
                                                                             Does your copy have a clear call to action?
     • Does the copy speak directly to the audience?
                                                                             —YES; but it’s not very interesting.
     • Is “your life’s best work.SM” at the end of an interesting closing    Does the copy sound formal and corporate or does it sound conversational?
       thought at the end of the paragraph?                                  —Conversational; but could relax a little more.
                                                                             Does the copy speak directly to the audience?
                                                                             —YES; but it could be much better.
                                                                             Is “your life’s best work” at the end of an interesting closing thought at the end of the paragraph?
                                                                             —NO

                                                                                                                                                                                        20
02   Content Development (continued)                                                                                                                                          General Guidelines—Copy

     Second Draft:                                                                    Third Draft:

     In our business, expertise is a moving target. The health care system            In our business, expertise is a moving target. The health care system refuses to sit still. Complex,
     refuses to sit still. Complex, unpredictable, in constant flux, it presents      unpredictable, in constant flux, it presents us with new challenges every day. So UnitedHealth Group
     us with new challenges every day. So UnitedHealth Group keeps finding            keeps finding new resources and new ways to build solutions. After all, sitting still has never sat well
     new resources and new ways to build solutions. Take advantage of this            with us. In a world that’s always changing, our learning programs can help you keep pace and, even stay
     opportunity to learn something valuable that will help you advance your          ahead. Let’s get smarter, together. Participate, discover and stay ready, no matter the challenge, to
     career and to do your life’s best work.SM                                        do your life’s best work.SM
     Does the copy address our mission, our organizational strengths?                 Does the copy address our mission, our organizational strengths?
     —NO                                                                              —NO
     Does it address our industry and the impact UnitedHealth Group has in it?        Does it address our industry and the impact UnitedHealth Group has in it?
     —YES                                                                             —YES
     Does the copy address the focus and intensity that makes our employees           Does the copy address the focus and intensity that makes our employees exceptional?
     exceptional?                                                                     —YES
     —NO
                                                                                      Does the copy express the shared prosperity (with the organization, the industry and/or our customers)
     Does the copy express the shared prosperity (with the organization, the          that will derive from you taking that action?
     industry and/or our customers) that will derive from you taking that action?     —YES
     —NO
                                                                                      Does your copy have a clear call to action?
     Does your copy have a clear call to action?                                      —YES
     —YES; but it’s not very interesting.
                                                                                      Does the copy sound formal and corporate or does it sound conversational?
     Does the copy sound formal and corporate or does it sound                        —Conversational.
     conversational?
                                                                                      Does the copy speak directly to the audience?
     —Conversational.
                                                                                      —YES
     Does the copy speak directly to the audience?
                                                                                      Does the copy speak about a specific business focus?
     —YES; but it could be much better.
                                                                                      —YES
     Is “your life’s best work” at the end of an interesting closing thought at the
                                                                                      Is “your life’s best work” at the end of an interesting closing thought at the end of the paragraph?
     end of the paragraph?
                                                                                      —YES
     —YES
                                                                                      Does “your life’s best work” have the proper graphic treatment?
     Does “your life’s best work” have the proper graphic treatment?
                                                                                      —YES
     —NO
                                                                                                                                                                                                   21
02   Content Development (continued)                                                                                                                                                  General Guidelines—Copy

     Brand Bugs
     While not a tag line, there will be times when you will want to use a final line of copy that ends with your life’s best work.SM This is affectionately referred to as a “bug.” The bugs can
     serve many purposes. They may act as a final, memorable thought in a much larger narrative. They may help connect the larger narrative of our communication to a specific call to
     action. More importantly, they may help us deliver the Employer Value Proposition in instances where the amount of content we can include is minimal. Remember, you don’t have
     to force one in on every piece that’s created and only one should be used per communication vehicle or one per side on a communication vehicle. They should only be used when
     there’s a need to make a stronger connection between the EVP and the content of your piece.

     Here are some examples of brand bugs that have already been developed for external communications.

     What makes you special can inspire your life’s best work.SM                                                Help change the world as you do your life’s best work.SM
     What passion will define your life’s best work.SM                                                          Bring new ideas and more passion to your life’s best work.SM
     Come share who you are and do your life’s best work.SM                                                     Your passion can drive results and your life’s best work.SM
     Bring along your passion and do your life’s best work.SM                                                   Every day is another opportunity to do your life’s best work.SM
     Compassion is the center of your life’s best work.SM                                                       Imagination can inspire your life’s best work.SM
     A higher purpose can inspire your life’s best work.SM                                                      Make a difference in the world as you do your life’s best work.SM
     Performance flows from preparation when you do your life’s best work.SM                                    Help improve life for millions as you do your life’s best work.SM
     Building on quality is a head-start to your life’s best work.SM                                            Discover a path to your life’s best work.SM
     Enduring challenge helps you realize your life’s best work.SM                                              Take the first (gigantic) step in your life’s best work.SM
     Raising your game can lead to your life’s best work.SM                                                     The team you join can lead to your life’s best work.SM
     Bringing your best every day defines your life’s best work.SM                                              Join the team that can inspire your life’s best work.SM
     Passion together with courage can create your life’s best work.SM                                          Bring your “A” game and achieve your life’s best work.SM
     Reach for more and discover your life’s best work.SM                                                       Make every day count toward your life’s best work.SM
     Help shape health care and do your life’s best work.SM                                                     Make a new start and discover how to do your life’s best work.SM
     Join a global team and start doing your life’s best work.SM                                                Follow your dreams and start doing your life’s best work.SM

     See Volume 2: External Communications Guide for more external communications Brand Bug examples.

                                                                                                                                                                                                           22
02   Content Development (continued)                                                                                                                                         General Guidelines—Copy

     Here are some examples of brand bugs that have already been developed for internal communications.

     Bringing your best every day defines your life’s best work.SM                                    Learning is another step in your life’s best work.SM
     Imagination can inspire your life’s best work.SM                                                 New insights can inspire your life’s best work.SM
     Make every day count toward your life’s best work.SM                                             Advancing your skills is vital to your life’s best work.SM
     Expanding resources and greater rewards for your life’s best work.SM                             Expanding your leadership insight can inspire your life’s best work.SM
     Discover all the benefits that come with doing your life’s best work.SM                          You’re on your way to another great step in your life’s best work.SM
     Learning fuels opportunity and your life’s best work.SM                                          Expanding your leadership competencies will empower your life’s best work.SM
     Learning drives performance and your life’s best work.SM                                         Compassion is an essential ingredient to your life’s best work.SM
     The drive to find the best talent reflects your life’s best work.SM                              Integrity is at the center of every decision in your life’s best work.SM
     Doing what’s best for others is how you do your life’s best work.SM                              Innovation inspires your life’s best work.SM
     Helping others grow will help you do your life’s best work.SM                                    Changing the world is just one result of your life’s best work.SM
     Changing their career paths changes your life’s best work.SM                                     Aim higher, reach further and never stop doing your life’s best work.SM
     Understanding and insight can drive your life’s best work.SM                                     Performance flows from preparation when you do your life’s best work.SM
     Clarity of mission is the first step in your life’s best work.SM                                 Commitment drives achievement and your life’s best work.SM
     Communications can inspire your life’s best work.SM                                              Trust and teamwork go hand in hand in your life’s best work.SM
     We’re communicating the story of your life’s best work.SM

     See Volume 4: Internal Communications Guide for more internal communications Brand Bug examples.

                                                                                                                                                                                                 23
02   Content Development (continued)                                                                                                                                                                                                                                                                                                                                              General Guidelines—Copy

     How It Comes Together

     Business Overview
                                                                                                                                     Imagery that focuses on the
                                                                                                                                     engagement and passion that
                                                                                                                                     our employees bring to every life
                                                                                                                                     pursuit.                                  Join a team that’s moving
                                                                                                                                                                               health care performance
                                                                                                                                                                               forward.

                                                                                                                                                                                Marketing, Communications and Product Management careers at UnitedHealth Group.

                                                                                                                                                                                If you’re at the top of your game and looking for the next big challenge, consider this: No business is moving faster than
                                                                                                                                                                                health care. And no health care company is moving faster than UnitedHealth Group. We’re adding consumer marketers

                                                                                                                                     A headline that demonstrates the
                                                                                                                                                                                to drive our brand as we reinvent our industry. You won’t find tougher challenges. And you won’t find smarter people
                                                                                 Jennifer S.                                                                                    working together to solve them. This isn’t packaged goods. You’re making a difference in people’s lives, starting with
                                                                                 Kayaker                                                                                        your own.
                                                                                 Sr. VP Client Solutions
                                                                                                                                     UnitedHealth Group approach to
                                                                                                                                     our work. Short, impactful and             Opportunities in Marketing
                                                                                                                                                                                Looking for an opportunity that will challenge you to

                                                                                                                                     consistent with the EVP. It also aligns    raise your game? Join us and take on challenges that
                                                                                                                                                                                will alsoraise your pulse. Across UnitedHealth Group
                                                                                                                                                                                                                                                                                    129%
                                                                                                                                     to the imagery being used.                 we’re just not using technology to help millions receive
                                                                                                                                                                                care, we’re evolving it by understanding how that
                                                                                                                                                                                                                                                                                    Ut enim ad minima veniam, quis nostrum exercitationem ullam
                                                                                                                                                                                                                                                                                    corporis suscipit laboriosam.
                                                                                                                                                                                care is provided, paid for and, most important, how it
                                                                                                                                                                                helps improve health through greater outcomes. There
                                                                                                                                                                                are no limits here on the resources you’ll have or the
                                                                                                                                                                                challenges you’ll encounter.

                                                                                                                                                                                                                                                                                    80/20
                                                                                                                                                                                From the most advanced applications development
                                                                                                                                                                                tools and methodologies to the highest levels of cyber

                                                                                                                                     Body copy should be consistent with                                                                                                                                                                                                                 A brand bug that
                                                                                                                                                                                security, we’re doing, sharing and learning new ways to

        For those with the imagination to explore,
                                                                                                                                                                                                                                                                                    Vel illum qui dolorem eum fugiat quo voluptas nulla
                                                                                                                                                                                make technology and health care work better.                                                        pariatur eum fug.

        there’s always opportunity to excel.                                                                                         the voice of the EVP, staying fresh        Let’s do this. Together.                                                                                                                                                                                 summarizes our
                                                                                                                                     and avoiding clichés. It should make                                                                                                                                                                                                                message for this
                                                                                                                                                                                Driving changing and improving lives is the life blood of
                                                                                                                                                                                UnitedHealth Group. Our strength as a business involves
                                                                                                                                                                                finding new and impactful technology solutions that
                                                                                                                                     the reader feel like we are talking        improve company performance and help revolutionize
                                                                                                                                                                                the way health care works. That’s why this is such
                                                                                                                                                                                                                                                                                                                                                                                         audience.
                                                                                                                                     directly to them. The body copy
                                                                                                                                                                                                                                                                                  This is your opportunity to do your life’s best work.SM
                                                                                                                                                                                exciting work. Can you imagine how much you’ll
                                                                                                                                                                                contribute? Learn? Matter? We can. And that’s why
             Some people take things as they come. Others relentlessly push themselves to go farther. For these high
                                                                                                                                     should also tie the picture, headline
                                                                                                                                                                                we’re talking with passionate, high energy people here
             performers, a position on a team at UnitedHealth Group is a natural fit. We offer more than the talent, resources and
                                                                                                                                                                                in Ireland. Join us and you’ll soon have a new career
             can-do culture—we offer a place to improve the lives of others while doing your life’s best work.SM

                                                                                                                                     and subhead together.
                                                                                                                                                                                outlook.

                      $157.1 B                      225,000                             #1 for 5
                                                                                                                                                                                     Explore at: workatuhg.com

                      2015 revenue, serving         employees in all 50 states          years in a row, in our                                                                                 facebook.com/uhgcareers                             bit.ly/uhglinked                       twitter.com/UHGCareers                              youtube.com/uhgcareers
                      the myriad health care        and 20 other countries              industry, when it comes
                      needs of 125 million                                              to Innovation (FORTUNE
                      people worldwide                                                  Magazine)
                                                                                                                                                                                     Diversity creates a healthier atmosphere: All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, age, national origin, protected
                      NYSE: UNH                                                                                                                                                      veteran status, disability status, sexual orientation, gender identity or expression, marital status, genetic information, or any other characteristic protected by law.

                                                                                                                                                                                     UnitedHealth Group is a drug-free workplace. Candidates are required to pass a drug test before beginning employment. © 2017 UnitedHealth Group. All rights reserved

                                                                                                                                                                                                                                                                                                                                                                                                            24
03
General Guidelines—Graphics
03   Logo Usage                                                                                                                                                                                                                                                                      General Guidelines—Graphics

     In enterprise communications, the UnitedHealth Group logo should be used according to the rules of our corporate brand standards. For more detailed information on usage along
     with examples, refer to pages 9-20 of the UnitedHealth Group Brand Guidelines.

     Corporate Brand Logo Usage

                                                                                                                Bring your unique
                                                                                                                energy and thinking to
                                                                                                                a team that’s improving
                                                                                                                lives for millions.
                                       All in. It’s the only way to go.
                                                                                                                Technology careers at UnitedHealth Group.
                                                                                                                Combine two of the fastest-growing fields on the
                                                                                                                planet with a culture of performance, collaboration
                                                                                                                and opportunity and this is what you get. Leading edge
                                                                                                                technology in an industry that’s improving the lives of
                                                                                                                millions. We’re using mobile apps, game technology,
                                                                                                                the cloud and next generation security to help millions
                                                                                                                live healthier lives. Here, innovation isn’t about another
                                                                                                                gadget, it’s about making health care data available
                                                                                                                wherever and whenever people need it, safely and
                                                                          Some people take things as they
                                                                                                                reliably. There’s no room for error.
                                                                          come. Others relentlessly push
                                                                          themselves to go farther. For these
                                                                          high performers, a position on a
                                                                                                                Opportunities in Information Technology                       Let’s do this. Together.
                                                                          team at UnitedHealth Group is
                                                                          a natural fit. We offer more than     Looking for an opportunity that will challenge you to         Driving changing and improving lives is the life blood
                                                                          the talent, resources and can-        raise your game? Join us and take on challenges that          of UnitedHealth Group. Our strength as a business
                                                                          do culture—we offer a place to        will also raise your pulse. Across UnitedHealth Group         involves finding new and impactful technology
                                                                          improve the lives of others while     we’re just not using technology to help millions receive      solutions that improve company performance and help
                                                                          doing your life’s best work.
                                                                                                     SM
                                                                                                                care, we’re evolving it by understanding how that             revolutionize the way health care works. That’s why
                                                                                                                care is provided, paid for and, most important, how it        this is such exciting work. Can you imagine how much
                                                                                                                helps improve health through greater outcomes. There          you’ll contribute? Learn? Matter? We can. And that’s
                                                                                                                are no limits here on the resources you’ll have or the        why we’re talking with passionate, high energy people
                                                                                                                challenges you’ll encounter.                                  here in Ireland. Join us and you’ll soon have a new
                                                                                                                                                                              career outlook.
                                                                                                                From the most advanced applications development
                                                                                                                tools and methodologies to the highest levels of cyber
                                                                                                                security, we’re doing, sharing and learning new ways to
                                                                                                                make technology and health care work better.
                                                                                                                                                                                        facebook.com/uhgcareers
                                                                                                                From the most advanced applications development
                                                                                                                tools and methodologies to the highest levels of cyber                  bit.ly/uhglinked
                                                                                                                security, we’re doing, sharing and learning new ways
                                                                                                                to make technology and health care work better. These                   twitter.com/UHGCareers
                                                                                                                opportunities encompass the following challenges:
                                                                                                                                                                                        youtube.com/uhgcareers
                                                                                                                  • Create technology solutions we can introduce into
                                                                                                                    the health system
                                                                          Simone L.
                                                                          Zumba Instructor                        • Ensure those solutions contribute to future
                                                                          Clinical Program Manager                  knowledge as well as immediate results                   This is your opportunity to do your life’s best work.                                             SM

                                                                                                                  • Drive change through thought leadership,                 Explore at: workatuhg.com
                                                                                                                    imagination and sheer desire to make a difference

                                                                                                                                                                             Diversity creates a healthier atmosphere: All qualified applicants will receive consideration for
                                                                                                                                                                             employment without regard to race, color, religion, sex, age, national origin, protected veteran
                                                                                                                                                                             status, disability status, sexual orientation, gender identity or expression, marital status, genetic
                                                                                                                                                                             information, or any other characteristic protected by law.

                                                                                                                                                                             UnitedHealth Group is a drug-free workplace. Candidates are required to pass a drug test
                                                                                                                                                                             before beginning employment. © 2017 UnitedHealth Group. All rights reserved

                                                                                                                                                                                                                                                                                                             26
03        Logo Usage                                                                                                                                                                                                                                                                                                                                                       General Guidelines—Graphics

          Co-Branding Logo Usage
          When a co-branded exception is approved, the appropriate business logo should be the lead logo and should follow their brand standard rules. If the piece is to be co-branded, it should
          also include the UnitedHealth Group logo, with placement on the reverse side or at the bottom of the piece. The “your life’s best work.SM” tag line should not overpower the business logo.
          As a general rule, the business logos should always appear against white backgrounds. And two or more logos should never be placed on the same vertical or horizontal plane within the
          same page.

Optum Co-Branded Sell Sheet                                                                                                                                                                                                                              UnitedHealthcare Co-Branded Sell Sheet

                                                                                                                                                                                                                                                                                                                            Our approach to
                                                                           Bring your unique energy and thinking to a                                                                                                                                                                                                       leadership isn’t just
                                                                           team that’s improving lives for millions.                                                                                                                                                                                                        brilliant, it’s persuasive.
                                                                                                                                                                                                                                                           All in. It’s the only way to go.
                                                                                                                                                                                                                                                                                                                            Marketing, Communications and Product

   All in.                                                                                                                                                                                                                                                                                                                  Management careers at UnitedHealth Group.
                                                                                                                                                                                                                                                                                                                            If you’re at the top of your game and looking for the
                                                                                                                                                                                                                                                                                                                            next big challenge, consider this: No business is moving

   It’s the only way to go.                                                                                                                                                                                                                                                                                                 faster than health care. And no health care company is
                                                                                                                                                                                                                                                                                                                            moving faster than UnitedHealth Group. We’re adding
                                                                                                                                                                                                                                                                                                                            consumer marketers to drive our brand as we reinvent
                                                                                                                                                                                                                                                                                                                            our industry. You won’t find tougher challenges. And
                                                                                                                                                                                                                                                                                                                            you won’t find smarter people working together to
                                                                                                                                                                                                                                                                                      Some people take things as they       solve them. This isn’t packaged goods. You’re making a
                                                                                                                                                                                                                                                                                                                            difference in people’s lives, starting with your own.
                                                                                                                                                                                                                                                                                      come. Others relentlessly push
                                                                           Marketing, Communications and                                                                                 resources you’ll have or the challenges you’ll encounter.
                                                                                                                                                                                                                                                                                      themselves to go farther. For these
                                                                                                                                                                                         From the most advanced applications development tools
                                                                           Product Management careers at                                                                                                                                                                              high performers, a position on a
          Simone L.                                                                                                                                                                      and methodologies to the highest levels of cyber security,                                                                                                                                     Let’s do this. Together.
          Zumba Instructor                                                                                                                                                               we’re doing, sharing and learning new ways to make                                           team at UnitedHealth Group is
                                                                           UnitedHealth Group.                                                                                                                                                                                                                              Opportunities in Marketing
          Clinical Program Manager                                                                                                                                                                                                                                                    a natural fit. We offer more than                                                                 Driving changing and improving lives is the life blood
                                                                                                                                                                                         technology and health care work better.
                                                                           If you’re at the top of your game and looking for the next                                                                                                                                                 the talent, resources and can-        Looking for an opportunity that will challenge you to       of UnitedHealth Group. Our strength as a business
                                                                           big challenge, consider this: No business is moving faster                                                                                                                                                 do culture—we offer a place to        raise your game? Join us and take on challenges that        involves finding new and impactful technology
                                                                           than health care. And no health care company is moving                                                        Let’s do this. Together.                                                                     improve the lives of others while     will also raise your pulse. Across UnitedHealth Group       solutions that improve company performance and help
                                                                           faster than UnitedHealth Group. We’re adding consumer                                                         Driving changing and improving lives is the life blood of                                    doing your life’s best work.
                                                                                                                                                                                                                                                                                                                 SM
                                                                                                                                                                                                                                                                                                                            we’re just not using technology to help millions receive    revolutionize the way health care works. That’s why
                                                                           marketers to drive our brand as we reinvent our industry.                                                     UnitedHealth Group. Our strength as a business involves                                                                            care, we’re evolving it by understanding how that           this is such exciting work. Can you imagine how much
                                                                           You won’t find tougher challenges. And you won’t find                                                         finding new and impactful technology solutions that                                                                                care is provided, paid for and, most important, how it      you’ll contribute? Learn? Matter? We can. And that’s
                                                                           smarter people working together to solve them. This isn’t                                                     improve company performance and help revolutionize                                                                                 helps improve health through greater outcomes. There        why we’re talking with passionate, high energy people
                                                                           packaged goods. You’re making a difference in people’s                                                        the way health care works. That’s why this is such exciting                                                                        are no limits here on the resources you’ll have or the      here in Ireland. Join us and you’ll soon have a new
                                     Some people take things as they
                                                                           lives, starting with your own.                                                                                work. Can you imagine how much you’ll contribute?
                                     come. Others relentlessly push                                                                                                                                                                                                                                                         challenges you’ll encounter.                                career outlook.
                                                                                                                                                                                         Learn? Matter? We can. And that’s why we’re talking with
                                     themselves to go farther. For these                                                                                                                                                                                                                                                    From the most advanced applications development
                                                                                                                                                                                         passionate, high energy people here in Ireland. Join us and
                                     high performers, a position on a      Opportunities in Marketing                                                                                    you’ll soon have a new career outlook.                                                                                             tools and methodologies to the highest levels of cyber
                                     team at UnitedHealth Group is a       Looking for an opportunity that will challenge you to raise                                                                                                                                                                                      security, we’re doing, sharing and learning new ways to
                                     natural fit. We offer more than                                                                                                                     This is your opportunity to do your life’s best work.SM                                                                                                                                                  facebook.com/uhgcareers
                                                                           your game? Join us and take on challenges that will also                                                                                                                                                                                         make technology and health care work better.
                                     the talent, resources and can-        raise your pulse. Across UnitedHealth Group we’re just
                                                                                                                                                                                                                                                                                                                            From the most advanced applications development                       bit.ly/uhglinked
                                     do culture—we offer a place to        not using technology to help millions receive care, we’re
                                                                                                                                                                                                                                                                                                                            tools and methodologies to the highest levels of cyber
                                     improve the lives of others while     evolving it by understanding how that care is provided,
                                                                 SM
                                                                           paid for and, most important, how it helps improve health                                                                                                                                                                                        security, we’re doing, sharing and learning new ways                  twitter.com/UHGCareers
                                     doing your life’s best work.
                                                                           through greater outcomes. There are no limits here on the                                                                                                                                                                                        to make technology and health care work better. These
                                                                                                                                                                                                                                                                                                                            opportunities encompass the following challenges:                     youtube.com/uhgcareers
                                                                                                                                                                                                                                                                                                                              • Create technology solutions we can introduce into
                                                                                                                                                                                                                                                                                      Simone L.
                                                                                                                                                         Explore at: workatoptum.com                                                                                                                                            the health system
                                                                                                                                                                                                                                                                                      Zumba Instructor
                                                                                                                                                                                                                                                                                      Clinical Program Manager                • Ensure those solutions contribute to future            This is your opportunity to do your life’s best work.                                             SM

                                                                                    facebook.com/uhgcareers                                      twitter.com/UHGCareers                                      bit.ly/uhglinked   youtube.com/uhgcareers                                                                          knowledge as well as immediate results
                                                                                                                                                                                                                                                                                                                                                                                       Explore at: workatuhc.com
                                                                                                                                                                                                                                                                                                                              • Drive change through thought leadership,
                                                                                                                                                                                                                                                                                                                                imagination and sheer desire to make a difference

                                                                           Diversity creates a healthier atmosphere: All qualified applicants will receive consideration for employment without regard to
                                                                           race, color, religion, sex, age, national origin, protected 0-veteran status, disability status, sexual orientation, gender identity or
                                                                           expression, marital status, genetic information, or any other characteristic protected by law.
                                                                                                                                                                                                                                                                                                                                                                                       Diversity creates a healthier atmosphere: All qualified applicants will receive consideration for
                                                                                                                                                                                                                                                                                                                                                                                       employment without regard to race, color, religion, sex, age, national origin, protected veteran
                                                                           UnitedHealth Group is a drug-free workplace. Candidates are required to pass a drug test before beginning employment.                                                                                                                                                                                       status, disability status, sexual orientation, gender identity or expression, marital status, genetic
                                                                           © 2017 UnitedHealth Group. All rights reserved                                                                                                                                                                                                                                                              information, or any other characteristic protected by law.

                                                                                                                                                                                                                                                                                                                                                                                       UnitedHealth Group is a drug-free workplace. Candidates are required to pass a drug test
                                                                                                                                                                                                                                                                                                                                                                                       before beginning employment. © 2016 UnitedHealth Group. All rights reserved

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               27
03   Logo Usage (continued)                                                                                                                                                                                                                                                                     General Guidelines—Graphics

     Amil Co-Branded Sell Sheet                                                                         ASM Co-Branded Business Overview

                                                                                                                     Attention to detail will always                                                                             Use your compassion
                                                                                                                                                                                                                                 and innovation to help us
                                                                                                                     improve the big picture.                                                                                    create greater health care.

                                                                                                                                                                                                                                 Opportunities with Americas Serviços Médicos. Let’s talk about impact. Our work is nothing short of a revolution in
                                                                                                                                                                                                                                 health care and it affects the lives of millions across Brazil. Our employees’ expertise, advanced technology and global
                                                                                                                                                                                                                                 resources make all the difference and there’s opportunity for those who aspire for greatness. Most important, we’re
                                                                                                                                                                                                                                 people who care about people, bringing the best of our creativity, compassion and focus to work every day.

                                                                                                                                                       Gabriela B.
                                                                                                                                                       Photographer                                                              What makes us different?
                                                                                                                                                       Relations Analyst                                                            Patient Experience                                                           Technology
                                                                                                                                                                                                                                    It’s important to us to offer the same standards                             The clinical performance support system, developed
                                                                                                                                                                                                                                    of quality, efficiency and safety to all patients,                           by Optum, allows us to manage information
                                                                                                                                                                                                                                    wherever we operate. We also work to ensure that                             throughout the assistance process – from the
                                                                                                                                                                                                                                    all steps of the patient’s experience are monitored –                        moment the patient is admitted until he/she is
                                                                                                                                                                                                                                    from the first contact through marketing initiatives,                        released.
                                                                                                                                                                                                                                    the interaction with medical-hospital services and
                                                                                                                                                                                                                                    post-service relationship.                                                   Teaching and Research
                                                                                                                                                                                                                                                                                                                 Americas Serviços Médicos has established a
                                                                                                                                                                                                                                    Specialty Hubs                                                               partnership in Rio de Janeiro with the Training
                                                                                                                                                                                                                                    In order to better serve our patients, we offer a                            Institute in Minimally Invasive Techniques and
                                                                                                                                                                                                                                    variety of specialized services, including Neurology,                        Robotic Surgery (IRCAD), one of the world’s most
                                                                                                                                                                                                                                    OB/GYN, Orthopedics, Oncology, Urology,                                      important teaching and research institutions in the
                                                                                                                                                                                                                                    Gastroenterology and Cardiology. These core units                            field. The group and IRCAD-Rio will train Brazilian and
                                                                                                                                                                                                                                    have integrated medical teams that are highly                                foreign doctors in a multitude of surgical specialties,
                                                                                                                                                                                                                                    trained and have access to advanced equipment                                improving high-precision techniques.
                                                                                                                                                                                                                                    and technology with the goal of improving health
                                                                                                                                                                                                                                    care efficiency, economic responsibility, training/
                                                                                                                                                                                                                                    education and research.

                                                                                                                                                                                                                                 Wide-ranging opportunities.                                                   Let’s do this. Together.
                                                                                                                                                                                                                                    How do we transform something as important as                                Driving, changing and improving lives is at the core
                                                                                                                                                                                                                                    health care? Simple. By being honest about the                               of what Americas Serviços Médicos and UnitedHealth
                                                                                                                                                                                                                                    challenges we’re facing and bringing on the right                            Group strive to achieve. We want you to join us.
                                                                                                                                                                                                                                    people to help us. We’re setting the pace for                                Come and help us find new and impactful solutions
                                                                                                                                                                                                                                    change. We’re moving fast and shifting gears                                 that improve health care outcomes and help
                                                                                                                                                                                                                                    every second of every day. Our work encompasses                              revolutionize the way health care works. As you take
                                                                                                                                                                                                                                    all of these key areas: Clinical, Corporate Services,                        on new challenges, develop new skills and make a
                                                                                                                                                                                                                                    Customer Service, Sales and Marketing, Health                                powerful contribution, you’ll discover that this is an
                                                                                                                                                                                                                                    Care Operations and more.                                                    opportunity to do your life’s best work.SM
                                                                                                           When you’ve got passion and focus, the sky is the               Fast Facts:
                                                                                                           limit. And when you’re surrounded by people who feel
                                                                                                           the same way, amazing things start to happen. Join               • Serving millions of people across five Brazilian
                                                                                                           Americas Serviços Médicos, part of the UnitedHealth                States and the Distrito Federal.                                                                                Come work with us: www.workatuhg.com/ASM
                                                                                                           Group family of businesses, and discover what your               • More than 17,000 employees throughout the
                                                                                                           strengths, energy and focus can do to make an impact               system and 260,000+ employees across the                                                   www.facebook.com/uhgbrazil               http://uhg.hr/UHGLICompany
                                                                                                           on the health of millions. Our network of renowned                 UnitedHealth Group global family of businesses.
                                                                                                           hospitals and institutions offers best-in-class health
                                                                                                           care to improve outcomes and to make the health
                                                                                                           system work better for everyone. Join our team and                                                                      Diversity creates a healthier atmosphere: Americas Serviços Médicos is an
                                                                                                                                                                                                                                   Equal Employment Opportunity employer and drug-free workplace.
                                                                                                           start doing your life’s best work.SM                                                                                    © Americas Serviços Médicos All rights reserved.

     Other co-branded pieces that are developed will follow the same formula outlined in these samples and will feature pop-colors from their color palette.

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