ABOUT

Guidant Group has recently started placing qualified locum social workers directly into their local authority clients. Historically they used to use external agencies to find candidates for these highly skilled roles. However, Guidant is now trying to help their clients reduce costs by recruiting them directly. Guidant therefore needs to establish themrselve and build candidate awareness and trust in this very competitive market. They are calling this area Guidant Group Social Care.

Proposition:
Our locum social workers care – and so do we.
We support our locum social workers so that they can focus on making a real, positive difference.

Tone:
The tone of the communications should be caring, honest, appreciative and also very simple and direct. It can play on emotions slightly but should not be over the top.


Target audience:
The target audience is social work professionals. They are a very busy but caring bunch who want to work with people and to make a real difference to those going through hard time in their lives. However, social care can be an isolating and difficult profession so we really want to focus in on the fact that we will go above and beyond to support them in any assignment we place them it. Our aim is to make life easy for them by taking care of all of the small details so they can focus on their difficult day job. These candidates are a lot older and have more life experience compared to Guidant’s standard candidate audience. We therefore need to maintain a respectful tone of voice.


Credits
Art Director: Giulia Maria Ferro
Designer: Paola Meneghello
Copywriting: Emily Babb

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