Cygnet Health Care.
Cygnet Health Care wanted to become a magnet for recruiting the very best people and keep them once they had joined. We helped them create an employer brand identity to communicate effectively with colleagues – and attract great candidates in the recruitment marketplace.
A brand to match the reputation.
Developing a core proposition.
Firstly we needed to do some digging. We started by speaking to Cygnet colleagues all over the country. We talked to nurses, care workers, psychologists, chefs, receptionists – and a positive picture soon emerged. For all the challenges they face, their people are proud and happy to be part of Cygnet. From this we developed a range of ideas for Cygnets EVP and Employer Brand.
‘Life changing careers’ encapsulated the way in which Cygnet people help to positively change the lives of others. And the way in which working at Cygnet positively changes the lives of their people. In other words, it’s a powerful message. So now you know what it is and where it came from, let’s look at how we brought it to life.
Same but different.
A consistent visual across a variety of platforms.
With so much work being put into creating a brand that attracts potential candidates, it was important that the visual identity was brought to life on campaign landing pages, to bring a consistent user experience to the full journey, from attraction to hire and beyond.
Getting the word out with social.
It’s rewarding work that gives people a sense of purpose and satisfaction – so the photography we used needed to capture this.
We used a mix of lifestyle and profile shots to capture real colleague experiences at Cygnet and developed audience led careers messaging with lots of engaging candidate facing content.
A MEMORABLE EMPLOYER BRAND
Inside and out.
The update to our employer brand has been an overwhelming success. It has been successful externally by helping us engage and attract candidates, and internally, where it has helped us communicate with existing staff in an impactful and engaging way.