N Family Club is a childcare provider operating in a tough talent market. Experienced nursery educators are in short supply, and will easily move roles for a better salary, so it needed to make itself stand out with a compelling employer brand. The brand needed to be bold, yet warm and welcoming, as well as celebrate the diversity of the business. Creed worked with N Family Club to speak to people across the business, capturing a range of experiences and perspectives of different roles. They looked at competitors to see what they offered and how they were saying it; this would help inform how N Family Club could showcase its unique offering.

They came up with the strapline of ‘For dreams of all sizes’, which highlights the creative way educators nurture the children in their care. The concept was brought to life with a photoshoot at a nursery, capturing the personality, diversity and warmth of N Family Club employees. They also captured vignettes about the people featuring in the campaign, offering powerful stories that would bring the brand essence to life. Creed supported the business to build a new careers site and refresh its employer brand within six months, refreshing digital assets so they could be used for recruitment marketing.

The number of applications per month has more than doubled since the launch, with a substantial increase in job offers. Crucially, the number of ‘empty chairs’ for educator positions has significantly reduced, and there is a strong pipeline for future vacancies, all with no additional advertising spend. Chief people officer Mark Hassan-Ali said the campaign was “oozing with creativity”, celebrating the diversity of its people and delivering results.