When we met with Bupa Dental Care, it was clear to see why the company needed a strong employer brand. Having recently acquired a major competitor, it was set for considerable market growth and would need to recruit and retain more people than ever before. At the same time, there were negative preconceptions around corporate dentistry being more profit than patient focused.
As well as that, Bupa Dental Care was lacking an employer brand of any kind. Our challenge was to create an EVP that would put the care it delivers at the forefront of its recruitment messaging, and give employees in a wide range of different roles strong reasons to join and to stay.
After in-depth research into the company, we developed key personas and a messaging matrix for each job area along with a core brand thought: ‘Love your everyday’. From taking bespoke photography to filming videos and creating a new careers website, we brought the brand to life on and offline.
What’s more, with initiatives like social media workshops, we empowered Bupa Dental Care to leverage the full power of its new employer brand.
The new careers site has seen a huge spike in traffic, and a 40% year-on-year increase in applications. Time-to-hire and average cost-per-hire have both been halved. What’s more, acceptance of offers in areas as diverse as dentistry and support teams have also seen a huge boost, showing that the targeted messaging we created is really hitting home.
The new brand won two awards at the Employer Brand Management Awards (EBMA), including for Best Employer Brand Management in the Healthcare and Pharmaceuticals Sector.
“The new EVP has been fundamental to our ongoing success in attracting new talent. It’s also made us think more about how, when and what we communicate to our people.”
– Rachel Stewart, Head of Recruitment, Bupa Dental Care