Mecklenburg Care Service sharpens employer attractiveness.
It is a joy to grow together with our clients. When, even after five years of collaboration and support, we continue to hear praises for each other, it simply lays a foundation for a stable and successful business relationship. We enjoy such cooperation, for example, with our client, MeckCura Pflegedienst GmbH, with locations in Wismar, Güstrow, and Rostock. In 2016, we had the privilege of realizing the rebranding after a shareholder change for the company, developing both the new name and the slogan, as well as designing the entire corporate identity and rolling it out across various digital and print media. After five years of business growth, it was time to adjust the communication to the company and its needs. It was time for a bigger initiative.
A care service like MeckCura with several large locations in Wismar, Rostock, and Güstrow faces a constant challenge: finding and retaining good employees. To measure the motivation and job satisfaction of employees, a digital survey was designed using “Google Forms” with 56 questions, the results of which provided actionable measures for the development of the new communication strategy. The way of conducting the employee survey through Google Forms made it easy for respondents to answer anonymously and directly via their smartphones. The evaluation of the survey served as a basis for later workshops on value and mission definition, which were conducted with the help of a consultant specialized in care.
The foundation for the new communication was established. Our task now was to rethink the visual and textual communication concerning positioning and target audience engagement, and to roll it out for digital and print media as well as for social media profiles.
The previous corporate design was also put to the test. It was decided to retain the core of the logo but to make a slight adjustment. The protagonists should accompany each other in the same direction, which is why the slogan remains: “Together for more life.” Recognition of the original logo remains intact, and the message has become more positive.
With special dedication, we focused on illustrating individual icons for the services, for the wound center, and for the career-specific reasons.
We also illustrated our own maps with the locations as an alternative to Google Maps.
Animated and video-based elements should play a larger role. With André König from Güstrow, we had a good videographer by our side, who realized both the image film and the recruitment film as well as took photo shots of the teams and locations. The visual impression is complemented by small micro-animations on the website.
A particular focus of the target audience communication on the website is to convey the company’s values and employer attractiveness. The desired behavior from website visitors is to apply. Through animated job advertisements running as ad campaigns on Facebook and Instagram, potential employees are engaged and directed to the website.
Another focus was on developing value-based texts for the website and for more than 25 social media posts that will be published throughout the year. In the main menu, there is a small number next to jobs, which serves as a kind of “notification,” similar to what we see on social profiles, indicating that there are currently three job openings available. On the subpages, interested individuals can find insights about the team, the values and mission, the job content, and also the good reasons to work at MeckCura. With online application forms for direct and quick applications, it is made especially easy for interested candidates to send their applications to the person in charge at MeckCura.
As a result, the ad-based, animated job postings alone on Facebook reached over 306,000 people in just a few weeks, with over 21,000 interactions with the ad. The Mecklenburg-based company MeckCura sharpened its employer attractiveness and was able to quickly fill its first open positions with a multitude of new applicants.
In conclusion, MeckCura has successfully positioned itself as a distinctive and value-based employer through the newly designed website, the textual communication on the website and in social media posts, as well as through photo and video content, making it a company where people want to work and seek care. Through social media and the online application forms on the website, it has become easy for interested individuals to apply directly and informally, instead of using modern Vorlagen für Lebenslauf und Bewerbung.
Here is the link to the new website: www.meckcura.de
Lastly, a heartfelt thank you to Felix Grasshoff from MeckCura and André König from yourfilms.de for the successful and straightforward collaboration.
