Reshaping Recruitment for HC-One: A Fresh Approach to Finding Talent
Leveraging innovative digital strategies to attract care and support workers nationwide, delivering real results with precision and purpose.
Client
HC-One
Services
Social Media Strategy, Design, Dedicated landing page
Sector
Health Care
Visit
A data-driven careers site that brings their brand to life
Challenge
HC-One, the UK’s largest care home provider, faced rising challenges with costly, outdated recruitment methods. They needed to connect with quality care staff in a fiercely competitive market, finding fresh ways to engage candidates and meet ambitious hiring goals.
Approach
We teamed up with HC-One to transform their recruitment strategy. Over 12 months, we launched an always-on Meta and Google campaign, targeting a national audience with insight-driven messaging and a dedicated landing page. Advanced targeting and data-led optimisation ensured smarter, more strategic recruitment efforts that inspired action and delivered impactful results.
Outcomes
3.7m
Advert impressions across all channels
253k
Clicks on ads
2.1k
Quality applications
490
Candidates interviewed
161
Hires made
Messaging that speaks to the heart
We developed a recruitment proposition and messaging designed to stand out. Our creative assets, from carousel ads to dynamic visuals, tapped into the values and motivations of care workers, showcasing the opportunity to make a real impact. It was about more than jobs—it was about purpose.
A landing page that turns interest into action
At the heart of the campaign was a dedicated, mobile-optimised landing page. Designed to make applications easy and engaging, the page offered clear navigation, concise role details, and an intuitive experience. This wasn’t just a page—it was a gateway to opportunity.
Targeting talent with precision
Our advanced targeting toolkit included geo-targeting, keyword strategies, and competitor engagement. By honing in on areas rich in talent and leveraging competitor insights, we ensured HC-One’s message reached the right audience at the right time. Geo-fencing around key locations added another layer of precision.
Content that never stands still
We didn’t just set up the campaign and let it run—we constantly optimised. Through rigorous A/B testing, we fine-tuned creative, messaging, and audience configurations to keep engagement high and costs low. Only the best-performing ads made the cut.
Data that powers smarter decisions
Data was the backbone of the campaign. From impressions to applications, we tracked every step, using detailed analytics to refine strategies in real time. This transparency and agility ensured HC-One’s recruitment efforts were always on target and delivering results.
Building a pipeline for the future
With an always-on campaign, HC-One achieved more than short-term wins. By continuously refining strategies and leveraging insights, we helped them build a sustainable pipeline of high-quality candidates, ensuring they stayed ahead in the competitive care sector.
“ Working with an agency that has lived experience makes all the difference. We collaborate with realistic expectations and develop solutions together. We share a passion for using data to inform decisions and have made one or two tough calls when the data showed something wasn’t right. The team is amazing, bringing a wealth of experience while being incredibly helpful, responsible, and—above all—human! ”
Samantha Yates
Resourcing Project Manager HC-One
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