Developing an employer brand for one of the UK's largest NHS Trusts


London North West University Healthcare NHS Trust

The Trust not only has a big name – it has a huge reach too. 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 that would breathe life into it.

Putting our ears to the ground

With such a large Trust before us, we knew 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.

Setting the trust apart

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.

Wholehearted, not fainthearted

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 giving clear signposts to give each area the recognition it deserved across a variety of online and print materials.

The results

In its first year, we delivered 356% increase in applications, 450% increase in appointments made at careers events where employer brand assets were used.

Results at April 2019 showed that the live vacancy level was down to only 8% and in some areas there had been a 400% increase in applications.