Background

My Role: Content Strategy & Production Lead | Crew / Director | Marketing Channels Consultant

The Challenge: The UK faces rising demand for mental health services but organisations struggle to service this demand with enough qualified nurses. There simply aren't enough mental health nurses - the competition is fierce. Enhanced compensation packages alone weren't enough - they needed a differentiated approach that genuinely resonated with nursing professionals.

Strategy Development

I partnered with AudienceLink - an employer branding and recruitment marketing agency. They ran an EVP survey that went out to all nursing staff in Cygnet. With over 200 responses they identified key themes that matched with the known motivating factors in healthcare, and specifically nursing.

They then spoke to these nurses across the country in engaging workshops. We went beyond validating the themes and motivators - we also identified real stories and content opportunities to bring the EVP to life.

The result: "A Passion for Nursing" - an EVP that says nursing is more than a job, it's a calling. And it drives nurses every single day.

Built on robust audience insight

A content-first strategy

I developed the content strategy for this campaign by leaning on the EVP framework that AudienceLink developed for Cygnet. This meant I could develop an audience-first content strategy that was about creating something that would resonate with nurses. It had to be more than "we're a great place for passionate nurses".

So my strategy was about bringing "A Passion for Nursing" to life. Everything we do would be about being open and honest with the challenges facing nurses, while also giving them guidance and stories that would help a nurse take the next step in their career.

Content Production

I took on the role of Content Production Lead to ensure the strategy was brought to life through the content we produced. Strategy is only as good as the ability to execute it, so it's important to have someone like me who can sit in both camps.

The strategy formed a core part of the brief to all involved in the content production and channel distribution for this campaign.

Production Leadership

Content execution

I went from strategist to Director and Production Lead to ensure that the content was not only resonating and adding real value but also being cut into long form videos, short form clips, articles and static advertising assets.

This resulted in a production suite that included a 20-video series with documentaries, vidcasts, and interviews with nurses. It also included documentary-style photography capturing nurses at work. All of this to ensure we had content that was real, raw, and helpful.

This was supported by career advice content, social media assets, out-of-home advertising, event materials, and a dedicated nursing microsite serving as the campaign hub.

Channel Consulting

I collaborated with AudienceLink to influence the channel plan they were delivering.

This ensured that authentic stories and visuals became central to the campaign across all touch points.

These touch points included a microsite, Indeed, billboards, bus stops, Facebook, Instagram, YouTube, Google, Spotify, Apple Podcasts, email campaigns, nursing publications, and the website.

"A Passion for Nursing"

Results

• 4.7M impressions, 60K clicks, 13K video views, 3,750 applications

• 60%+ increase in nurse hires

• Cost per hire reduced below the £3,000 industry standard