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Ryman Healthcare

Putting the residents first

Ryman Healthcare is one of New Zealand’s fastest-growing employers. The rapid pace of their expansion created a compelling challenge - how can we recruit the best people, quickly?

For over 35 years, Ryman Healthcare has been a pioneer for retirement living – but they have lacked a dynamic employer brand that demonstrates their trailblazing spirit. Ryman’s workplace leadership extends beyond nursing and healthcare. Their communities also provide career opportunities in construction, project management, landscaping, and catering.

To change these perceptions of the industry, we needed to create a campaign that reflects Ryman’s progressive work culture. We set out to build awareness, capture interest and ultimately drive applications from quality candidates.

The recruitment campaign focused on the core insight that Ryman residents have a lifetime of professional experience under their belts. So, if Ryman really wanted to find the best staff, they would have to also enlist the best people they know to help select the candidates — their residents.

Pioneers Wanted

The campaign launched with a film following two unsuspecting candidates as they prepare for a job interview. Little do these applicants know, it isn’t just Ryman Healthcare they will need to impress, it’s also Ryman’s handpicked panel of Resident Recruiters.

“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 that are building our villages and caring for.”

— Matt Wright, Recruitment Manager, Ryman Healthcare

Recruitment campaign

The campaign was supported by video cutdowns, content pieces on the Resident Recruiters and a re-design of the Ryman Careers website. Digital activity focused on the specific roles Ryman Healthcare were recruiting and profiles of Ryman team members.

Results have been instantaneous, with hundreds of applicants within the first few days alone.

“The team at Strategy have been awesome to work with for our Pioneers Wanted campaign. They pitched some great ideas which included a strategy and concept that worked perfectly with our main brand. Strategy then led a full creative and production process that resulted in a great new website, brilliant imagery and a series of inspiring films. I was particularly impressed with their adaptability and flexibility. Can’t wait for the next project.”

— Matt Wright, Recruitment Manager, Ryman Healthcare