Helping UHS attract world-class talent

We were tasked with creating an insight-led employee value proposition for University Hospital Southampton, an NHS Trust employing over 12,000 people from different specialisms, industry sectors and backgrounds.

We created a messaging framework and a creative approach which enabled the Trust to connect with a range of different audience groups – from doctors and porters to HR and healthcare assistants, in a consistent way.

In turn this would bring existing employees together and inspire them to be advocates for careers at UHS.

The challenge

We needed to understand, define, and articulate the UHS employment proposition and create an employer brand which felt authentic and relevant to all UHS employees.

We also wanted UHS to stand out from other NHS Trusts, so they could attract and retain the best talent from both the UK and abroad, with a broad range of backgrounds and specialisms.

Our approach

Our approach had four distinct stages:

Conducting research and gathering insights
Developing the EVP and supporting pillars
Creating the look and feel of the employer brand and a suite of assets for roll out
Writing a messaging matrix so UHS could tailor its communications to different audience groups

Our goal was to position UHS as one of the most progressive, inclusive, and innovative NHS Trusts in the UK. This would allow them to attract, engage and retain world-class talent by building their reputation as a destination employer locally, regionally, and internationally, particularly among under-represented groups.

We also directed an on-site photoshoot to gather a suite of stylised photography, appropriate for use across the brand collateral.

The results

We delivered an employer brand that UHS could easily adapt to their fast-changing needs. Our creative was simple and adjustable, and we gave them a set of brand guidelines to ensure future consistency.

We’ve already run recruitment campaigns across Southampton, targeting specific roles by tweaking the copy and imagery used. For example our social media campaign to recruit HCAs ran for 10 months across Facebook, Instagram and Google. It reached over 300k people and generated over 2.5 million impressions, with almost 20k link clicks.

Got a project? Let’s talk

We’d love to hear more about where your organisation is heading, and chat about how we can bring your culture to life to drive attraction, engagement and inclusion.

Get in touch.