BACK
GE HealthCare – Vital Signs
Medical Technology
Employee Storytelling
Brand Systems
Client
GE HealthCare
Timeline
2026
Services
Storytelling Systems
Challenge
A global employer brand needed to feel personal.
GE HealthCare’s employer brand lives in thousands of individual experiences: colleagues solving difficult problems together, supporting one another, serving customers and patients, learning from unexpected moments, and finding meaning in work that can reach far beyond their individual roles.
For an organization as large and geographically distributed as GE HealthCare, telling a unified employer-brand story creates an inherent tension. The story needs to be consistent enough to reinforce a recognizable culture and employee experience, but human enough that individual colleagues never feel reduced to corporate messaging.
GE HealthCare had extraordinary stories throughout the organization. The challenge was creating a system capable of finding them, capturing them authentically across different roles and locations, and connecting them without making everyone sound the same.
This wasn’t simply a video-production challenge. It was a storytelling-system challenge.
Strategic Insight
The strongest employer-brand claims don’t need to be stated when employees can demonstrate them.
Rather than beginning with polished corporate messages and asking colleagues to repeat them, Vital Signs began with lived experience.
Fluence developed the storytelling approach around questions designed to uncover specific moments: a colleague who made a lasting impact, a team that showed up when someone needed help, an experience that created pride, an unexpected lesson, or a moment when the work suddenly felt bigger than the role.
Those individual experiences became the evidence. Across different functions, countries, and career paths, recurring themes could emerge naturally: connection, trust, ingenuity, purpose, resilience, and the importance of colleagues to one another.
The employer brand wasn’t imposed on the stories. It became visible through them.
What We Created
What Fluence created.
Fluence helped GE HealthCare turn individual colleague experiences into a coordinated storytelling system spanning strategy, interview development, production, remote capture, post-production, and social activation.
The system was designed to preserve what made each colleague’s story personal while creating enough narrative and visual consistency for the individual films to work together as a larger expression of the GE HealthCare employee experience.
A flexible interview framework designed to uncover specific experiences rather than rehearsed employer-brand statements, while creating connective themes across a diverse group of colleagues.
Human-centered films built around employees’ own voices, experiences, and perspectives, allowing lived experience to carry the employer-brand story.
A production model supporting both in-person and remotely captured interviews, enabling colleagues across countries and functions to participate while maintaining narrative and visual consistency.
Individual stories designed to stand on their own while contributing to a larger narrative about what it feels like to work alongside the people of GE HealthCare.
Campaign assets extending the core films into social channels and creating more opportunities for individual moments, voices, and perspectives to travel.
A repeatable approach GE HealthCare can continue using to discover, capture, and activate new colleague stories as its employer brand evolves.
RESULTS + SIGNALS
What success looked like.
The program established a repeatable model for finding, capturing, and connecting employee stories across roles and geographies, while building leadership confidence in a premium, colleague-led approach to employer-brand storytelling.
Global Story System
The storytelling and production model extended across roles, functions, and international locations without requiring every colleague to tell the same story.
Leadership Alignment
Vital Signs entered activation with support from GE HealthCare HR leadership and Talent Acquisition, connecting the creative work to the broader employer-brand effort.
Campaign Extension
Core films were designed to extend into social assets, colleague pull quotes, additional international stories, and future employer-brand activations.
WHAT THIS PROVES
Employee Storytelling
Brand Systems
Related Work
