The NHS just might be of the most recognisable public service brands in the world. It’s trusted, used, and deeply valued by millions. But when it comes to recruitment, even a name as iconic as the NHS doesn’t guarantee an easy ride.
In fact, recruiting and retaining the right people has never been harder.
From nursing shortages to high attrition rates and increased reliance on overseas recruitment, the NHS continues to face immense staffing pressure. And while trust in the public brand remains strong, that
doesn’t automatically translate into success with the employer brand.
Because for people deciding where to spend their career, it’s not just about purpose. It’s about the full picture.
Why employer brand matters (now more than ever)
An employer brand isn’t just a campaign or a strapline. It’s how your organisation is understood by current and future employees. It’s the lived experience behind the logo.
With competition high and the market more crowded than ever, standing out requires more than just a list of benefits. It’s about connection. It’s about creating a story that resonates with people who want to do meaningful work, in an environment where they feel valued and supported.
We know that many NHS trusts are already investing in their employer brands to help tackle hiring challenges. In fact, we have partnered up with a couple on creative campaigns.
Your employer brand is the glue that connects your culture, your people, and your purpose, and brings consistency to everything from job adverts to onboarding.
But isn’t the NHS already a brand people believe in?
Yes. And that’s your biggest opportunity.
But familiarity can breed assumptions. The public love the NHS. But jobseekers still have questions: What’s it really like to work here? Will I be supported? Do I belong?
A strong employer brand helps answer those questions and provides a sense of identity and pride that’s unique to your Trust.
This isn’t about polishing a perfect picture. It’s about telling the truth well: showing what makes your culture unique, your teams special and your Trust worth choosing.
Bring the emotion – and the essentials
There’s no shortage of powerful stories in healthcare. Moments of kindness, resilience, compassion, and courage. And emotion absolutely plays a part in building a compelling brand.
But let’s be real, people also want the basics.
Fair pay. Work-life balance. Respect. Development. Supportive teams. Career progression. These aren’t ‘nice to haves’ – they’re essentials. And a meaningful employer brand addresses them head-on.
When you get this right, you’re not just promoting roles. You’re showing what life really looks like behind the scenes, and why it matters.
Build the brand before the campaign
We’ve worked with several NHS Trusts to help define and activate their employer brand, and the strongest campaigns always come from a clear, confident foundation.
Your employer brand gives you a consistent narrative and look and feel, so everything from social posts to careers pages feels part of something bigger. It helps unify recruitment and retention efforts across teams, departments and even regions. Because when people recognise themselves in your brand, they’re more likely to join, stay, and grow.
Learn from others (then make it yours)
Look at standout recruitment brands like the Royal Navy’s ‘Born in X, Made in the Navy’ or ‘Get into Teaching’.
With ‘Get into Teaching’, we are given an insight into the world of teaching that attempts to break down people’s preconceptions of the industry. For potential teachers, we see how their conversations with children shape lives. The message doesn’t lead with income potential or what the day-to-day looks like, but instead is targeting their emotional desire to nurture students.
These campaigns aren’t just catchy. They’re rooted in deep audience understanding and speak directly to people’s ambitions, concerns, and values.
That’s the level of clarity and consistency we can help bring to NHS Trusts. It’s not about copying a style. It’s about carving out your own voice, backed by the insights and storytelling that matter.
Ready to create something meaningful?
Your employer brand is more than a project. It’s a long-term asset that helps people see the impact they can make with you, and the support they’ll receive along the way.
We can help you define your narrative, build compelling visual assets, and bring cohesion to your internal and external comms, so your message hits home and your Trust becomes a place people are proud to be part of.
Want to see what that looks like? Let’s talk.
