A new employer brand for NHS 111
CASE STUDY
The Challenge:
As a rapidly growing community benefit organisation, HUC delivers high quality integrated healthcare services. This service covers over 3.5 million people across Hertfordshire, West Essex, Cambridgeshire and Peterborough, as well as Luton and Bedfordshire.
Previously known as Herts Urgent Care, HUC as an NHS provider organisation faced some tough challenges in a highly competitive recruitment market:
- Low brand/employer brand recognition that sets it apart from the NHS main brand.
- Skills shortages in key roles (e.g. call handlers, qualified nurses and paramedics) shared across the healthcare economy.
- The impact of Brexit and COVID-19 on their services and workforce.
The HR, Recruitment and Marketing teams at HUC worked closely together – both seeing the benefits of identifying and articulating the Employee Value Proposition (EVP).
The Solution:
Dawson Walker facilitated a workshop with key stakeholders to set objectives. We agree the scope of the project and set up joined up ways of working.
By sharing responsibilities with HUC we were able to agree an affordable budget whilst developing a rigorous approach.
Jointly conducted research focused on a cross section of employees and competitors.
The insights informed an Employee Value Proposition (EVP) Generation workshop. The creative team at Dawson Walker developed some principles to underpin the Employee Value Proposition framework and an over-riding statement:
DEDICATED TO WHAT WE DO. PASSIONATE ABOUT HOW WE DO IT.
There are five detailed pillars that support the Employer Brand.
The Result:
The Employee Value Proposition framework became the creative brief that led to the development of brand guidelines, a message framework, assets and templates, personas and a new careers site. The pillars are brought to life through a library of straplines. A ribbon-effect graphic device along with icon clusters help to make this brand unique. The project has also helped to build capabilities in the HUC team. This included a training workshop to hone copy writing, channel selection and employer brand management skills.
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