Transforming nursing recruitment by bringing a 'Passion for nursing' to life
Connecting with talent through a strong, multi-channel brand presence
Client
Cygnet Group
Services
EVP, Recruitment Marketing, Employer Branding
Sector
Health Care
Cygnet’s journey to connect with nurses through authenticity and purpose
Challenge
Cygnet faced a significant challenge in recruiting skilled mental health nurses amidst a highly competitive market. Traditional job postings weren’t yielding enough applicants, and the broader “Life-Changing Careers” EVP didn’t fully address the unique motivations within the nursing profession. To attract and retain talent, Cygnet needed a way to speak directly to nurses’ experiences and values. This demand for mental health nurses, combined with the need to reduce reliance on agency staff, called for a more targeted, authentic brand approach that would resonate deeply with nursing professionals, giving Cygnet a sustainable edge in recruitment.
Approach
We started with listening. Through surveys and workshops with over 100 Cygnet nurses, we gathered honest insights into what drew them to nursing and why they stayed. These insights became the foundation of “A Passion for Nursing” a brand built from real experiences and values. To bring this to life, we created a dedicated microsite filled with stories, advice, and a real glimpse into nursing at Cygnet making the brand both authentic and engaging. From podcasts and sofa chats to mini-documentaries, our content captured the essence of nursing at Cygnet, showing that it’s more than just a job. This wasn’t just about numbers; it was about connection. We leveraged targeted distribution across digital platforms to reach nurses who shared Cygnet’s passion.
Outcomes
208%
increase in website visits
60%
increase in total applications
50%
increase in the click-to-hire ratio
11%
bounce rate across the site
Nursing-specific employer brand
While Cygnet’s “Life-Changing Careers” EVP resonated across roles, mental health nursing required a tailored focus. We created a dedicated talent value proposition, “A Passion for Nursing,” to celebrate the unique heart and reward of this field. This nursing-specific employer brand captures the emotional depth, purpose, and fulfilment inherent in a nursing career at Cygnet, setting it apart in the industry.
Custom microsite for nursing
Cygnet’s dedicated nursing microsite provided potential candidates with insights into nursing life at Cygnet, including stories and advice from real staff, career development opportunities, and support systems. This site allowed nurses to explore Cygnet’s culture, promises, and community, fostering an environment of transparency and attracting like-minded professionals committed to mental health care.
Employee-led storytelling
Cygnet placed nurses front and centre, allowing them to share their own stories and perspectives. From long-standing team members to newer staff, each voice brought a genuine, heartfelt perspective that resonated with peers. This approach helped potential candidates see themselves within the Cygnet community, fostering a sense of shared values and belonging from the start.
Authentic Content Series
Understanding that meaningful content goes beyond marketing, Cygnet launched a content series showcasing real experiences and advice from nurses within the organization. This series, featuring mini-documentaries, podcasts, and “sofa chats,” provided nurses with honest perspectives on the joys and challenges of their roles, positioning Cygnet as a place where professionals feel valued and heard.
"Why we care" podcast
The “Why We Care” podcast was created for nurses, by nurses. We invited team members to discuss career journeys, collaboration, and the unique challenges in mental health nursing. It’s an honest, supportive conversation meant to inform and inspire nurses at any career stage. Each episode brings to life the heart of nursing at Cygnet.
S3|E1: Why We Care: The Nursing Career Podcast
Nurses reflect on the challenges and opportunities facing the profession
MORE INFO SHARE
S3|E1: Why We Care: The Nursing Career Podcast
Nurses reflect on the challenges and opportunities facing the profession
MORE INFO SHARE
S3|E1: Why We Care: The Nursing Career Podcast
Nurses reflect on the challenges and opportunities facing the profession
MORE INFO SHARE
Targeted Digital Distribution Strategy
To ensure the campaign reached its audience effectively, we deployed a multi-channel distribution strategy using Meta and Google platforms. Targeting was highly specific, using methods like geo-targeting, re-targeting, competitor targeting, and keyword-targeted ads. These ads, from video to dynamic display formats, directed viewers to the nursing microsite and content series, driving significant engagement and quality applications.
“ Cygnet are enjoying record low vacancies across the group however, recruitment of Registered Mental Health Nurses is always a priority. To have an attraction method that we can genuinely dial up and down means we can support the organisations growth and commitment to quality of care. ”
Ben Hopewell
Head of Resourcing Cygnet Group
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