Following a series of acquisitions, Active Care Group had mismatched business units but a unified mission, a disconnected workforce that needed a sense of purpose and the need for a cohesive employer brand that would attract and retain talent. Working with Electric Circus, it embarked on comprehensive workforce analysis to understand employees’ motivations and pain points and the unique aspects of care provider roles. The key insight of the research was that employees “cherish every person” they care for, and this became the North Star of a new EVP.

This insight was used to create a theme of “moments that matter”, connecting employees’ daily work with ACG’s broader mission and the diverse range of roles available. Visually, the company used authentic, empathetic photography and playful typography to emphasise the personal connections and put employee voice front and centre. ‘Micro-moment’ doodles appear throughout communications to reinforce this concept. With this in place, ACG conducted testing and experimentation with the materials, gaining feedback from employees across different brands.

The result is a visually stunning and emotionally resonant brand, offering a distinctive identity that sets ACG apart from competitors in attracting talent. Communications and themes are now unified across previously disparate brands and the results speak for themselves: turnover has reduced significantly, overall employee engagement scores have gone up, and there are 58% fewer vacancies this year compared to 2023. More than a thousand “moment” stories have been shared through internal communications, showing workplace pride in the new brand.