Mountbatten provide end of life care to people in the South of England and on the Isle of Wight. Their work is amazing and profoundly important, helping people and their families cope during their final days.
“Working with ResourceBank has helped us to establish an exceptionally strong employer brand that will help us to find the talent we need in a very difficult marketplace. From the outset they showed passion, dedication and a real understanding of our organisation and have really captured our true spirit. We’re really excited to see where our new EVP and employer brand can take us.”
Finding and retaining talent in the care sector is hard enough, but with the added challenge of perceptions of their work being challenging and depressing and it was easy to see why Mountbatten were finding talent attraction a huge struggle.
Our process began, as always, with thorough research. We needed to understand the competitive landscape and what we found surprised us. Our Competitor Analysis showed that the quality of employer brand activity from care providers in the region was surprisingly high, so we knew we’d have to create something special to stand out from the crowd.
Next, we set about understanding exactly what it was like to work for Mountbatten. An internal survey, a series of in-depth focus groups and senior interviews gave us inspiring insight into the organisation. Far from being depressing and downbeat, we found a vibrant and happy workforce inspired by the vital purpose of their work, each and every day.
Armed with our research findings, we crafted an EVP framework which clearly set out the unique set of factors that made Mountbatten such an inspiring place to work. We knew that our creative interpretation needed to show the vibrancy and happiness of the workforce, which we achieved through photography that elevated their true personality.
Our research had shown that workers in other care organisations failed to feel a close connection to their purpose – they could not see the value or impact of their work. It became clear to us that this was Mountbatten’s differentiating selling point. Our campaign theme – Make Every Moment Count, perfectly demonstrated the sense of satisfaction their employees feel.
The fresh and inspiring creative has been well received by Mountbatten’s recruitment team and we’ve subsequently provided an employer brand playbook and a suite of easy-to-edit templates and assets to allow them to create their own recruitment marketing materials. Additionally, we’ve also helped them to launch an internal advocacy programme to ensure their own employees feel inspired to share our content.
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