Good Work, Esperi
How to improve employer branding in the care sector
Strategy and Insight:
We realized that care professionals prefer to hear about a company's operations and values from their peers rather than directly from the company. They want to see relatable professionals and authentic daily life in the content. Content that concretely shows what the work is like and what kind of team performs it. This content also communicates Esperi's value-driven vision: Esperi is home to Finland's happiest residents. Without a good and functional work community, there are no happy residents.
Creative Solution:
To guide the joint social media efforts of Esperi and Troot, the "Good Work" concept was created, highlighting the good work and happy residents in the daily lives of Esperi's people. Since last year, Esperi employees and residents from units for the elderly, intellectually disabled, and mental health rehabilitation clients have also appeared on Meta and YouTube channels. On the channel, viewers can follow, among other things, the thoughts of the elderly about daily life at Esperi; the journey of mental health and substance abuse rehabilitation clients supported by Esperi; the active leisure moments of an intellectually disabled resident's daily life with employees; and hear what makes each home's regular work team unique – a team worth joining.
Social media content was also enhanced with article production, allowing job applicants considering Esperi and residents' relatives to explore the stories of Esperi's people in a longer text format. Nurses, practical nurses, residents, and unit supervisors have all been interviewed. In connection with the shoots, we also produced still images for recruitment purposes.
In 2024, removal from the list of Finland's worst-reputed companies
Growth in the number and quality of applications
Multiple viral content pieces – the most popular content garnered 248,000 organic views and 14 thousand likes
Our collaboration with Troot has been smooth from the very beginning. We've been particularly impressed by their creative approach and the effortless way they bring ideas to fruition. Troot has listened to our wishes and feedback along the way, and together we've refined content concepts that truly look and feel like us. This partnership with Troot has been a crucial element in developing our employer brand, providing us with high-quality social media content that genuinely speaks to potential job applicants.
