Nuffield Health is one of the leading not for profit healthcare organisations within the UK. They run a network of hospitals, medical clinics, fitness and wellbeing clubs and diagnostic units offering connected healthcare provision to their customers and patients. TMP has worked with Nuffield Health for several years supporting tactical recruitment activity and leading on their employer brand strategy and development.
Nuffield Health had an established consumer proposition and wanted to explore how they could develop specific messaging that could be used across their external recruitment communications as a springboard for their attraction activity.
The initial challenge for TMP was to use our insight to create an Employee Value Proposition (EVP) that could then be used to develop the messaging platform. Nuffield Health had never undertaken a project of this kind before and they were keen to ensure that the outputs complimented their HR strategy.
TMP’s first step was to gather relevant insights to support the creation of the EVP statement. Working closely with the Resourcing team we explored the values and behaviours, HR enablers and the strategic direction of the organisation. To further underpin this research we gained additional insight from interviews with both senior stakeholder and employees across key divisions to ensure that the vision and direction of travel and the realities of working within the organisation were clearly captured.
We then created a set of brand pillars that encapsulated the DNA of the organisation, individual selling points (that could be dialled up or down depending upon each audience) and also the evidence that underpins the employer brand. From the insights gathered and brand pillars we then created the EVP statement which articulates what makes Nuffield Health unique as an employer and the promise that they make to all potential, would-be and existing employees.
The EVP statement has been very well received by Executive and Senior Leaders within the organisation. Nuffield Health now has a solid platform which will underpin all employer brand communications building consistency in messaging across the employee communications lifecycle from attraction and beyond. TMP is now supporting Nuffield Health with the implementation and development of the EVP across both internal and external employee communications.
The Royal College of Nursing isn’t a college and it doesn’t often recruit nurses, it’s a
membership and trade union organisation. To increase applications and fill essential
managerial, technical and specialist roles, they needed help in educating their
target audiences about the organisation and the opportunities it offers.