How a mental health care company solved their recruitment challenges by creating an emotional connection with their audience.
The aim of the campaign was to help Cygnet find 600 healthcare professionals each month in a difficult market.
Over the first 6 months of 2019 the results were astonishing. Cygnet spent 20% less on agencies and made 97% more offers than they did in the previous period.
This has meant they have been able to fill their centres with hard-working, engaged people who care about the impact they're making.
Challenge
Cygnet cares for thousands of people every day. To continue to provide excellent care, they desperately needed to hire more nurses. In fact, they needed to double the amount of job offers they made each month. And they needed to do it with bolder recruitment marketing.
Approach
Our research into Cygnet’s audience took us into their hospitals – where we got to understand what motivates and inspires mental health nurses. With this knowledge, we created a series of campaigns that went to the heart of what the vocation means. The most notable of these was the ‘I care for lives’ campaign. Our approach included:
Results
The ‘I care for lives’ campaign went viral across the world. It started a discussion on the purpose of mental health professionals. And it won an industry award. The number of job applications to Cygnet doubled – from 300 to 600 a month.
