Left Arrow Icon Contact Right Arrow Icon
Services

Menu

Menu
All Services Icon
Back
Digital profiles displayed in a grid on a blue surface highlight recruitment transformation. Each profile features a persons photo with text, including names, icons, and logos of companies like Netflix and Amazon. The design boasts a green and blue gradient background to emphasize employer branding.
A woman with long brown hair sits at a wooden table, wearing a gray sweater and smiling as she holds a journal. The textured dark wall behind her echoes the elegance of transforming recruitment with powerful employer branding solutions.
Sign with green and white text reads, We care about the future, displayed on a glass window. In the blurred background, a glimpse of a mannequin and assorted objects subtly hint at our commitment to transforming recruitment with powerful employer branding solutions.
+44 (0)161 524 2025
Make an enquiry

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, Landing page
Sector
Health Care
Visit
jobs.hc-one.co.uk/care
Two smiling individuals sit closely on a couch in a warm, inviting setting. The webpage header reads Be counted on when it matters most, promoting job opportunities with an emphasis on care and compassion. A search bar allows job seekers to find positions.

Making recruitment work smarter (not harder) for HC-One

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HC-One, the UK’s largest care home provider, faced rising challenges with costly, outdated recruitment methods.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
Four elderly people and a caregiver sit together, smiling in a living room. Below, four sections highlight benefits of joining HC-One: pay progression, development opportunities, family of homes, and no experience required.
Close-up of a person holding a smartphone displaying a job description for a care assistant role. The screen shows images and text about responsibilities like compassion and personal care. A video thumbnail with a smiling person is featured.
A person wearing glasses and a gray shirt with yellow trim smiles while holding a large red heart cutout. The background is orange with the word Smile in white.
A smiling elderly woman, wearing a patterned cardigan and black headscarf, is seated in a blue armchair. Next to her, a woman in a gray nurse uniform with orange trim is crouching, smiling, and holding the elderly womans hand. They are in a bright room.

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.
Three social media recruitment posts for HC-One featuring diverse smiling individuals. Text highlights hiring compassionate caregivers, making a difference, and joining a caring team, with buttons to learn more.

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.
A website page showing a job search with a list of vacancies, including Care Assistant and Senior Care Assistant roles. On the right, a section titled Rewards and benefits highlighting discounts, cashback, and free nutritious meals.

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.
A collage of digital ad images for HC-One. Top ad shows a graph with results. Bottom ad features a caregiver with an elderly person, text reads: Be there when it matters most. Do you fit the bill? and includes a Learn more button.
A young man in a grey uniform smiles while talking to an older man wearing glasses and a blue shirt. They are indoors, and a colorful painting is blurred in the background.

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.

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.

Map of the UK with circles highlighting four regions. Each circle has icons such as Google Ads, Facebook, Instagram, and LinkedIn, along with pound signs, suggesting varying levels of digital marketing activity across these areas.

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.
A testimonial card reads, Kind care means to me respecting each individual and offering them the best care possible. The card is attributed to Shannon, a Care Assistant, with her photo next to the text on a purple background.
Two people smiling and holding circular signs: one person holds a sign with an umbrella protecting three figures, the other holds a sign with a hand holding a smartphone displaying a medical cross.
“ 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