Integrated Campaign
How I led content strategy and production for an integrated campaign that increased nurse hires by 60%+ while reducing cost per hire below industry standard
I led content strategy and production for an integrated recruitment campaign that replaced traditional job ads with authentic, documentary-style storytelling.
Distributed across multiple channels, the campaign generated 4.7M impressions, 3,750 applications, a 60%+ increase in nurse hires, and reduced cost per hire below the £3,000 industry standard.
Background
My Role: Content Strategy & Production Lead | Crew / Director | Marketing Channels Consultant
The Challenge: The UK faced rising demand for mental health services but Cygnet Health Care struggled to attract qualified nurses in a competitive market. Enhanced compensation packages alone weren't enough - they needed a differentiated approach that genuinely resonated with nursing professionals.
Integrated Campaign Approach
Content Strategy Development
Partnering with the employer branding and recruitment marketing agency AudienceLink, I developed a content-first strategy built on research from 200+ nursing staff. Rather than corporate messaging, I focused on authentic storytelling that addressed the realities of mental health nursing while tapping into nurses' sense of purpose.
Production Leadership
I directed a production suite that included a 20-video series with documentaries, vidcasts, and interviews with nurses, alongside documentary-style photography capturing nurses at work. 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.
I collaborated with AudienceLink to influence the channel planning. This ensured that authentic stories and visuals became central to the campaign across all touchpoints: microsite, Indeed, billboards, bus stops, Facebook, Instagram, YouTube, Google, Spotify, Apple Podcasts, email campaigns, nursing publications, and the website.
Channel Consulting
"A Passion for Nursing"
“A Passion for Nursing” became a content series focused on the realities of the job while tapping into the deeply held sense of purpose behind the role. It also provided stories and advice to help nurses take the next step in their career.
We produced a 20‑video series spanning the documentary, vidcasts, and sofa‑chat interviews recorded in the hospital canteen. These weren’t scripted promotional pieces; they were honest conversations about career journeys, challenges, and the realities of mental health 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