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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
Visit
join.cygnetgroup.com/nursing

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

2.2m

total impressions

120k

total clicks

5.4%

CTR

1.4k

quality applications

161

nurse hires
A person holds a smartphone displaying an app. The screen shows a womans portrait with text: Claires Story - Pursuing my Nursing passion. A button below reads Read Claires story. The app logo, Cygnet, is at the top.
Gradient background in green and blue with the text Our values. and We care. We listen to each other and care for each other. We care deeply about everyone who is part of the Cygnet community. White arrows and dots are below the text.

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.
A person holds an Employee Handbook with a collage of photos on the cover and a February 2022 date. The background shows a blurred table with various items displayed on it.
Gradient background with blue at the top and green at the bottom. White text reads: Although I have been in post for almost 2 decades, I still feel very passionate about my job. Below, in smaller text: - Sonya - Mental Health Nurse.
A person with long hair and glasses is smiling softly and looking off to the right. They are wearing a dark polo shirt with a logo that reads Cygni. The background is a dark, neutral color.
Billboard at dusk promoting nursing careers. Features a smiling nurse wearing a two-toned sweater. Text reads, Rediscover your passion for nursing. Includes a call to action and Cygnet logo. Dimly lit urban background with silhouetted buildings.
A tri-fold brochure is open, displaying sections titled Supportive environment, Meaningful positive change, and Career development. It includes images of diverse people engaged in conversation, with text describing each section.

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.
Smiling person wearing a green top stands in front of a web page displaying text about passion in nursing care. Top left shows a logo. Right side has a search job bar. Background gradient from green to blue.
A mobile interface displays a job search page for nursing roles. It includes fields to enter a location and region, and lists two nursing job positions with details like pay rates and closing dates. A green Apply now button is visible. Background: bright green.
A grid with six icons on a blue background. Top row: bicycle, stack of coins. Middle row: medical cross, piggy bank. Bottom row: umbrella with drops, baby bottle. Each icon is outlined in green.

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.
A man with a beard wearing headphones speaks into a microphone. The overlay text reads Why We Care: The Nursing Career Podcast with subtext stories, opinions, advice. A large green arrow points to the man. The background is blurred with a gradient color.

S3|E1: Why We Care: The Nursing Career Podcast

Nurses reflect on the challenges and opportunities facing the profession

MORE INFO   SHARE

Gray sound wave pattern on a white background, with vertical bars of varying heights forming a balanced, symmetrical shape.
A man with a beard wearing headphones speaks into a microphone. The overlay text reads Why We Care: The Nursing Career Podcast with subtext stories, opinions, advice. A large green arrow points to the man. The background is blurred with a gradient color.

S3|E1: Why We Care: The Nursing Career Podcast

Nurses reflect on the challenges and opportunities facing the profession

MORE INFO   SHARE

Gray sound wave pattern on a white background, with vertical bars of varying heights forming a balanced, symmetrical shape.
A man with a beard wearing headphones speaks into a microphone. The overlay text reads Why We Care: The Nursing Career Podcast with subtext stories, opinions, advice. A large green arrow points to the man. The background is blurred with a gradient color.

S3|E1: Why We Care: The Nursing Career Podcast

Nurses reflect on the challenges and opportunities facing the profession

MORE INFO   SHARE

Gray sound wave pattern on a white background, with vertical bars of varying heights forming a balanced, symmetrical shape.
Two individuals sit on a red sofa holding cups. The person on the left wears a black top and green pants, while the person on the right wears a black shirt, a puffer vest, and a lanyard. They are in a room with neutral-colored walls.

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.

Three promotional cards for Cygnet Group Careers on a blue background. Each card highlights nursing career opportunities, featuring smiling individuals and text about recruiting, finding passion in nursing, and making a difference in mental health care.
A person with numerous tattoos on their arms is smiling and writing on paper. They are wearing a navy blue shirt with an embroidered logo. Sunlight is casting a warm glow on their face and upper body.
“ 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