We have been working with Ryman Healthcare to refine and develop their employer branding and recruitment advertising in line with their new ‘Ryman Pioneers’ master-brand positioning.
Ryman Healthcare have been pioneering retirement living for over 35 years and are one of New Zealand’s fastest growing employers. The range of roles within Ryman is amazing. Beyond nursing staff and carers, Ryman communities also employ project managers, construction workers, gardeners, chefs and catering services. Ryman wanted a dynamic employer brand to reflect this.
The new recruitment campaign is focused on the core insight that Ryman’s residents have a lifetime of professional experience to call upon. So, if Ryman really want to find the best people to work for Ryman Healthcare, they should also enlist the best people they know to help select the candidates — their residents.
A longer-form launch film follows two unsuspecting candidates as they prepare for a job interview with a difference. Little do these applicants know that it isn’t just Ryman Healthcare they will need to impress, it’s also Ryman’s handpicked panel of Resident Recruiters.
Ryman Healthcare recruitment manager Matt Wight said asking residents to interview prospective employees aligned with the company’s culture of putting residents at the heart of every decision:
“Our residents are amazing people with a huge amount of experience and expertise, many who have had very successful careers. We thought, who better to help us identify the next generation of Rymanians than the people they are building our villages and caring for,” he said.
Results have been instantaneous, with hundreds of applicants within the first few days alone.
This campaign is supported by video cutdowns, content pieces on the Resident Recruiters themselves, a full redesign of the Ryman Careers website and digital activity focused on the specific sectors Ryman Healthcare are currently recruiting for, and profiles of current Ryman team members.