2018 EMPLOYER VALUE PROPOSITION COMMUNICATIONS PLATFORM VOLUME 1: CORE STYLE GUIDE - January 2018
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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.
2
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
01 Employer Value Proposition
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
5
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.
6
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.
7
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
8
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.
9
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.
1102 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.
1202 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.
1302 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. 1402 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
1502 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.
1602 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?
1702 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.
1802 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.
1902 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
2002 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
2102 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.
2202 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.
2302 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
2403 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
2603 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
2703 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.
28You can also read
