CARERS RECRUITMENT
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CARERS RECRUITMENT ~
Brand development and recruitment campaign to help increase health and social care roles.
Project overview
The Cardiff & Vale Regional Partnership Board (RPB) aimed to enhance the recruitment of experienced health and social care staff to roles within the community. The RPB recognised the importance of an effective branding and media campaign to attract and engage potential candidates.
Services
Brand Strategy
Visual Identity Design
Campaign Creative Style
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The initial phase of the design process involved thorough research and discovery. We worked closely together in order to gain a deep understanding of the organisation's mission, values, and target audience. Key stakeholders, including RPB representatives, existing health and social care staff, contributed to the brief to identify pain points, motivations, and preferences related to recruitment in the locality.
We also conducted competitive analysis to understand existing campaigns by other healthcare organisations and identify gaps and opportunities for differentiation.
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Based on the research insights, we collaboratively developed a brand strategy that aligned with the RPB's objectives. The brand essence focused on the following core values:
Compassion: Demonstrating care and empathy towards community members.
Community Focus: Prioritising localised support and services.
Expertise: Showcasing the professionalism and knowledge of health and social care staff.
Trustworthiness: Building credibility and reliability in the eyes of potential candidates.
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We started the visual identity development process by brainstorming and sketching various concepts. The final logo design aimed to visually represent the brand essence while conveying a sense of community, care, and professionalism.
The chosen logo featured:
A heart-shaped emblem symbolising compassion and care for communities.
Iconography representing healthcare and social care, such as hearts, speech bubbles and abstract illustrated character figures.
A vibrant colour palette signifying warmth, vitality, and positivity.
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The creative style for the campaign was developed in conjunction with the logo. We used a combination of photography and illustrations to evoke emotions and connect with the target audience. The photography focused on putting the social care staff front and centre, showcasing the impact of their work.
Illustrations were used to enhance the campaign style and symbolise the elements of caring in a visually appealing and easy-to-understand manner, reinforcing the campaign's message.
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The final phase involved the creation of various campaign collateral, including:
Brochures and Flyers: Print materials were designed to be distributed at recruitment events, community centres, and local healthcare institutions, showcasing the benefits of applying to be a carer.
Social Media and Digital Ads: Engaging visuals and compelling messaging were crafted for targeted social media and digital ad campaigns to reach a broader audience.
Out of Home: Media formats such as 48 sheets, 6 sheets, bus street liners and digital formats were developed as part of an advertising campaign in the locality.
"It was a pleasure working with Steve on the branding and creative for our recruitment advertising. We gave a briefing that the imagery needed to reflect Cardiff and Vale's Caring Community and encourage people to join the team. Steve was always quick to respond and made any changes to the artwork quickly and to a high standard.”
Catherine Hughes - Senior Communications and Engagement Officer