Despite being rated one of the UK’s only ‘Outstanding’ Trusts, Frimley NHS Foundation Trust were struggling to recruit; a situation complicated by the acquisition of two neighbouring and underperforming hospitals in Slough and Ascot. WDAD Communications were appointed to create a distinctive look, feel and tone of voice to their recruitment communications material.
The objective was to reinforce the message that it was now one combined and unified Trust, and to help improve its ability to recruit talented new hires. We developed the following EVP through the combined insights and outcomes from the Trust’s engagement surveys, our own Executive team interviews, site visits, 1-2-1 interviews with employees across different hospitals and teams, as well as 30 in-depth telephone interviews with employees at neighbouring/competitor Trusts: Excelling Together, Today and Tomorrow. This EVP statement provided a unifying statement for the three hospitals and a direct summation of the values, while adding in an attractive employment message.
We rolled out a consistent and distinctive employer brand using a slightly retro photographic feel with high-contrast levels created using the technique called cross processing. As well as adjusting the contrast levels and focus, we also emphasised the three value colours wherever possible. All recruitment elements and prepared assets were included in a comprehensive employer brand guidelines book. The work also provided the basis for a new careers website, designed and built by WDAD.
