Make someone’s day. Every day.

The challenge

Mental Healthcare UK, in common with many care providers across the UK, were struggling to recruit Support Workers to their site at Highfield Park in North Wales. It’s a beautiful spot, but inaccessible by public transport, and there many other jobs on offer locally which offer a similar pay rate.

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Our approach

In close collaboration with the Project Lead, we worked to identify the key differentiators of these Support Worker roles. They would be more rewarding than similarly paid roles in a local supermarket, and they offered the chance to develop a really close relationship with one or two individuals, supporting them in going about their day - perhaps hill walking, cooking, swimming or going to visit relatives.

Having developed a campaign platform “Make someone’s day. Every day.” to encapsulate the selling points identified, we then produced a broad media strategy to include radio advertising (in English and Welsh!), banners on local websites, advertising in the local paper and targeted online web listings.

The results

The recruitment team were overwhelmed with responses, particularly from the radio advertising. Several existing members of staff also commented that they heard the radio advert and were proud to say “I work there!”.