Introduction

In a direct response to the COVID-19 pandemic, recruitment in the care sector has never been more competitive. The Good Care Group understood that attracting and retaining the next generation of people will be vital to maintain their market-leading position and fuel their growth within this fiercely competitive market.

The challenge was to create a new employer brand that helped attract talent in a sector niche that has limited awareness, that supports talent through a lengthy onboarding process and that retains their talent for longer.

60%

Increase in applications year on year

11%

Decrease in time to hire

250%

Increase in all social media following

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Our Approach and Actions

In our pursuit to create an authentic and differentiated employer brand that would stand-out in the market, we spoke to every area of the business to understand what makes The Good Care Group unique. This research provided a robust foundation to build a successful employer brand from and, inspired a proposition lead communications approach.

The messaging framework and propositions were centred around 5 key themes and were used to identify why people should join, stay and perform at The Good Care Group. Following approval from the company CEO we began creation and rollout of the new employer brand There’s Nowhere Better.

The goal was to create a brand that could be used in everyday life, right across the talent lifecycle. And because of its ease of use and accessibility, we have instilled confidence and buy-in right across the business. Because of this inclusive approach, the people at The Good Care Group truly regard this brand as their own and have created over 1,000 social media posts since launch.

Like what we've done for The Good Care Group?

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