Transforming TTM from a Healthcare Recruiter into a Leading Global Care Provider
As a writer and narrator, I was brought in to transform TTM Healthcare from a healthcare recruiter to a leading global care provider. The challenge was to create a brand that could stand out amongst a crowded field of competitors and communicate their commitment to delivering extraordinary experiences that truly enhance the quality of people’s lives.
To address this challenge, I led a full rebrand for TTM that affected every aspect of their business, both internally with their staff and subcontracted healthcare staff, as well as those healthcare institutions that hired them. The solution involved ideation to execution, building out a new website, and a learning hub for contractors to reach the TTM standard, and learn faster with a full knowledge base. We pivoted TTM from a conveyor belt of contractors to treating their contractors with respect, care, and support.
We started to tell and live their brand story, fully digitized their business for both external stakeholders (companies seeking contractors) and internal stakeholders (healthcare staff contracted through TTM). The resulting pivot and subsequent growth have now propelled TTM to become the largest healthcare recruitment brand in the UK and Ireland, excluding government-owned agencies.
The rebrand and content campaign I developed and rolled out led to TTM taking one of the top prizes at the National Recruitment Federation Awards, where they won the “Best in Practice – Sales and Marketing” accolade. This award acknowledged the many ways we used 2019 to truly differentiate TTM’s service in the market.
We built out a new website, a learning hub for contractors to reach the ttm standard, and learn faster with a full knowledge base, we made them stand out amongst the field, by pivoting from a conveyor belt of contractors, to treating their contractors with respect, care and support. This new direction led to an increase in both contractor acquisition and retention of contractors and internal employees at TTM.
We started to tell and live their brand story, TTM fully digitised their business for both external stakeholders (companies seeking contractors) and internal stakeholders (healthcare staff contracted through TTM) The resulting pivot, and subsequent growth have now propelled TTM the largest healthcare recruitment brand in the uk and ireland excluding government owned agencies.
Why We Succeeded at TTM
The rebrand and content campaign I developed and rolled out led to TTM taking one of the top prizes at the National Recruitment Federation Awards, where they won the‘Best in Practice – Sales and Marketing’accolade. The NRF is a voluntary organisation set up to establish and maintain standards and codes of practice within the recruitment industry.
Our NRF Award acknowledged the many ways we have used 2019 to truly differentiate our service in the market:
We started to tell and live our brand story – Clients and candidates are the lifeblood of our business, and we have worked hard to bring alive our commitment to delivering extraordinary experiences that truly enhance the quality of people’s lives.
We launched our bold, newly-evolved brand positioning and communication style – We re-examined our company values and principles – and we made sure these are the beating heart of all that we do.
We launched our new digital home – Our new website is our values in action – super-easy to work with, while giving our community all the information needed to get the most from working with us, from job search to application.
We made sure we’re relevant – Our candidates are mostly millennials, and we need to communicate with them in a way that works for them. We have made it a priority to craft relevant content for our talent pool – with which they can engage and share with their peers.