Employer Branding for mydentist

The challenge

mydentist is the UK’s largest dental provider – helping the nation access high-quality patient care for over 25 years. With over 500 practices and 3.8 million patients nationwide, they’ve built a strong reputation – however in an ever-changing landscape, it’s important that mydentist continued to adapt.

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.

Our solution

mydentist chose us 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. 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 employer brand 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 message to life, we commissioned new photography – shifting away from stock images, so they could show off their team and authentic moments. We completed the story with an employer brand film that showcased real voices, conveying mydentist’s unique culture.