The art of creating the world’s best city for a long and dignified life
Over 10,000 employees were to join forces under a shared banner and strengthen the image of themselves as an innovative and attractive employer. That’s hard enough in general – and now it concerned the Elderly and Care Administration in the City of Gothenburg. A new administration in an industry struggling with prejudices about working in elderly care. The solution was external communication driven by clear internal change management.
THE CASE IN SHORT
What we did
As more and more people age and eventually need care, the recruitment needs for the sector are alarming. Health, care, and social services are in fact an exciting industry of the future. But can we get all employees within the Elderly and Care Administration to feel that way? And more importantly – can we get potential employees to believe it?
The work began with a current-state analysis, where we reviewed reports and documents to create a shared picture of the situation. As part of that work, interviews were conducted with the management team. Two audience analyses were also carried out – one with a broad focus on potential employees, and the other with a specific focus on priority and hard-to-recruit professional groups, where the skills shortage is most severe.
Based on the analysis, goals and strategies were formulated, including a number of shifts and a positioning. The message “Be part of creating the world’s best city for a long and dignified life” became the promise guiding the internal change work and formed the foundation for the long-term conceptual direction and five strategies for implementation. Activities stemming from this work were carried out in the autumn of 2023.
The first strategy, “Strengthen the broad image of the industry of the future,” resulted in a campaign that highlighted the Elderly and Care Administration in Gothenburg as an innovative and attractive employer – to increase interest and awareness in order to recruit the right talent, both now and in the future. As well as to turn current employees into proud, active ambassadors who stay long-term. The campaign was awarded gold in the Magnet Employer Branding Awards in the “Creative class” category.
With the second strategy, we aimed to direct efforts toward priority professional groups and highlight the benefits of working, for example, as a unit manager or assistant nurse within the Elderly and Care Administration. Therefore, we developed the film concept: “This is why I go to work,” where we closely and in a unique way followed several people during a workday. The films have so far helped to foster pride internally and curiosity externally.
We have created the conditions for the 10,000 employees to join forces and, in the long run, create the world’s best city for a long and dignified life.
Film: This is why I go to work
Campaign components: The employees of the future
