A wholehearted employer brand

Thousands of employees provide hundreds of healthcare services to around a million people across several sites. It all adds up to a compelling proposition for clinical and non-clinical professionals. And we needed to create an employer brand to breathe life into it.  

With such a large Trust, we needed to pinpoint some common themes. The qualities everyone here shares. The recurring reasons people joined – and stayed. That shared passion that unites them all. And, to draw them out, we listened to voices from every corner of the Trust.  

The attributes that emerged from our research process told us that this is a place where people come together as one team, make a bigger impact on more lives, change worlds on their doorstep and grab opportunities with both hands.  

Whether it’s to each other or to patients, the commitment here is wholehearted, not fainthearted. A badge of honour that we used to underpin the employer brand. And whilst this united everyone, we still needed to highlight the sheer breadth of roles. We did this by taking a big colour palette and providing clear signposts to give each area the recognition it deserved across a variety of online and print materials.  

In its first year, we delivered a 356% increase in applications and a 450% increase in appointments made at careers events where employer brand assets were used. The live vacancy level reduced to only 8% and in some areas there was a 400% increase in applications.