BRIGHTSTAR CARE
Recruiting the best and brightest in home care.
CHALLENGE
BrightStar Care® prides itself on delivering a higher standard of care, which takes employing the very best registered nurses (RNs) and caregivers. With a nationwide shortage of RNs and COVID-19 amplifying the situation, effectively recruiting the right people for the job was difficult — and retaining them was vital.
SOLUTION
We uncovered the advantages of working in home care — and at BrightStar Care — through qualitative, quantitative and ethnographic research. Using those insights, we crafted and activated experience maps and an emotional story. This allowed us to elevate the role of home care professionals and differentiate BrightStar Care from their competition.
Every good story starts with a strong strategy. This one’s no different. After conducting both internal and external stakeholder research, we created an ideal experience map — from recruitment to retention. At each step, we identified specific tactics BrightStar Care could use to engage an individual.
With our structure set, we crafted a story that elevated the jobs and roles of home care professionals. At the same time, we positioned BrightStar Care employees as the best and brightest in the industry.
The style of photography that would bring our story to life put RNs and caregivers front and center. Due to the pandemic, we ran the photoshoot virtually with the help of photographer John Boehm.
Our digital ad campaign targeted RNs and caregivers individually, with the messaging shifting based on our research. For RNs, we focused on the powerful impact their skillsets could make in clients’ lives. For caregivers, we highlighted the personal nature of the job and the quality of care they’ll be able to deliver.
Now, when RNs and caregivers visit the recruitment section of BrightStar Care’s website, they get the complete story of what work (and life) is like at BrightStar Care.