By Todd Gravestock, Creative Director
Recruitment in the care sector is notoriously hard and when we do marketing for this industry it’s always with employer brand in mind.
Care providers are often competing for the same limited pool of compassionate, reliable and skilled people, while also trying to reassure families, commissioners and healthcare partners about the quality of care delivered through their branding.
That means your brand has to work harder than in some other sectors and you need to develop an understanding of what converts prospects and prospective team members.
Your brand is part of your recruitment strategy
When someone looks at your website, social media or recruitment materials, they are making quick judgements and are probably already asking:
- Does this look well-established?
- Does this feel warm?
- Would I be proud to work here?
However, in my experience, care brands often fall into one of two traps.
Some look too clinical, with cold colours, stock imagery and corporate layouts that feel distant.
Others lean too heavily into softness, using pastel colours, generic heart icons and forgettable visuals that can make you feel less reliable or capable to prospective team members.
The best care branding, in my opinion, sits somewhere in the realm of “human, warm and trustworthy, but also professional and confident.”
If your photos show real staff, real care settings and genuine moments of connection (rather than stock imagery), your brand instantly feels more authentic.
Using photos of your current team can also help potential recruits see themselves as part of your business before they’ve even joined.
They can visualise what it would be like to work for you and they can see that you have an established and solid team.
Colour also plays a big part in the equation and a distinctive palette can help your organisation feel more memorable in a crowded market.
The right typeface can support your tone, making your brand feel approachable without losing credibility.
Fonts should be legible and professional but not too harsh or cold.
A slight rounded or curved appearance is usually favourable and works well.
As a side note: When you write your recruitment messaging, don’t just list the person’s duties but rather showcase the benefits of working for your company. Show them what it feels like to work with you, what you value and how your team is supported!
Make your brand work harder
We know that recruitment is already challenging for you, but your branding could be an asset to you if you get it right.
It could be giving potential staff a clear sense of who you are, what you stand for and why they would want to build their career with you.
It can help you look more established, professional, memorable and more attractive to the people you want to reach, whether they are experienced care workers, nurses, support staff or future leaders.
If you want your care brand to attract the right people, please get in touch and ask us about creating a visual identity that feels credible, human and built for growth.
