The healthcare recruitment market is a crowded one, and Circle Health Group needed to stand out. CHG is the largest private health company in the UK, with nationally renowned specialists and state of the art technology, but its existing recruitment materials did not reflect this story. The company had also merged with BMI Healthcare in 2020, and needed to consolidate its employer brand and identity as a newly merged business. TMP Worldwide started with desk-based research, including colleague interviews and workshops to establish the company’s unique selling points. What emerged is that Circle colleagues like to ‘resist the ordinary’ – and the new brand and tone of voice needed to reflect this.

The agency created a suite of 12 animated avatars, one for every profession. Each had their own backgrounds and colour palettes to be used across the new careers website. The avatars represented CHG’s diverse workplace, with tattoos, disabilities, different body types and ethnicities. The message was shared via creative workshops, town halls and engagement sessions. A digital toolkit was created with assets that could be used by internal teams, including social videos, copy for social posts, role profiles and banners. Using the new messaging and visuals, TMP then redesigned a bespoke careers site.

The early results have been compelling, with significant reduction in agency spend and many fewer live clinical vacancies. The new brand has been so successful internally that it is now used as a video call background business-wide, and the company has been voted one of the top five best large places to work.