mydentist is the UK’s largest dental provider, with over 550 practices and 4 million patients across the country. With a 25-year legacy providing affordable, quality care, they’ve grown to lead in their sector. But with several challenges facing their recruitment team, it became harder than ever to attract and retain top talent.
The post-COVID world rocked all industries, especially dental. The demand for NHS care skyrocketed, and dentists left the field in droves due to burnout. And with an already limited talent pool – which introduced just 1,300 new dental graduates every year – recruiting was tough.
They decided it was time to shake things up and stand out from their competition. Something that unified every role, from dentists to nurses to head office, demonstrating their commitment to a diverse talent pool. They’re leaders in their sector, and where they lead, others soon follow. But with competitors hot on their heels, they needed something to stay ahead of the pack.
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mydentist chose Creed to help them build a people-first Employer Brand that would resonate across the industry. We began with in-depth research – think focus groups, surveys, and interviews (with over 600 clinicians from competitors). We needed to find out what worked, what didn’t, and where they could shine the brightest.
These insights helped us shape their People Values, their key role personas, and their campaign strategy – all designed to align with mydentist’s supportive, growth-focused culture. We created the brand essence “Your Future, mydentist”, a message that highlights career progression, resonates across the business, and aligns with their ambitious growth plans.
To bring the vision to life, we created new imagery – shifting away from stock images, so they could show off their team and authentic moments. We completed the story with a hero video that showcased real voices, conveying mydentist’s unique culture.