CLIENT
Providence Health & Services
CATEGORY / SERVICES
DATE
February, 2025
Providence Spanish Language Career Site
Providence's California career site was English-only, creating a real barrier for the Spanish-speaking caregivers the health system most needed to reach in the California market. The goal: build a career site that spoke authentically to that audience, not just translate the existing one.
I partnered cross-functionally with recruitment partners in IBM Talent, the creative agency GA Creative, and California DEI leaders to fully localize the site with culturally distinct photography, community-specific testimonials, and messaging built around belonging. I funded the project entirely by reallocating budget from the lowest-performing social and programmatic display campaigns, with no new spend requested. The companion National Association of Hispanic Nurses (NAHN) email creative went on to win a 2025 Summit Creative Gold award.
The result was an authentic puerta principal for Spanish-speaking caregivers built on Providence's “Aquí te sentirás que perteneces” message, and a reusable Spanish site and localization rollout playbook other line-of-business markets could adopt.
CAMPAIGN ASSETS & MEDIA
Figure 1: The prior English-only career site — the starting point before localization.
Figure 2: The localized Spanish-language site — community-specific photography, roles, and testimonials, not just translated copy.
Figure 3: Spanish-language display ad extending the campaign across paid media.
Figure 4: The award-winning National Association of Hispanic Nurses (NAHN) email creative.
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KEY PERFORMANCE METRICS
8x
Spanish-Speaking Caregiver Applications (30 Days)
3
Partner Organizations — Providence, IBM Talent, GA Creative
$0
New Budget — Funded via Reallocation
Gold
2025 Summit Creative Award — NAHN Email