Mediline GROUP

Landscape

This strategic marketing case study examines how Mediline, a leading agency providing carers for private and local authority contracts, successfully addressed the industry-wide challenge of recruitment and retention by implementing an innovative and compelling Employer Value Proposition (EVP) centred around the notion of "Everyday Heroes." By identifying and appealing to individuals driven by altruistic motives, Mediline built a devoted team of carers and advocates, ultimately dominating the Midlands and North care landscape. This case study highlights the pivotal role of the EVP, values, and strategic recruitment and retention initiatives in the remarkable growth and success of Mediline.

Introduction

Mediline, a pioneer in the care industry, faced the ever-growing challenge of recruiting and retaining skilled carers. As the UK's elderly population expanded, demand for care services skyrocketed. To address this industry-wide problem and dominate the market, Mediline developed a strategic marketing approach that focused on identifying and engaging individuals who valued altruism and empathy above all else. This case study explores how Mediline's innovative EVP, supported by recruitment and retention strategies, transformed the company's trajectory from a team of 4 to 1,200, firmly establishing them as a critical player in the care sector.

Understanding the Challenge 

With the motto, "If you can get the staff, you can do the work," Mediline recognised that successful recruitment and retention were the keys to industry dominance. They identified the pressing issue of the care sector's struggles with attracting and retaining dedicated carers willing to commit to emotionally demanding and low-paid work.

Developing the Everyday Heroes EVP 

Through extensive research, Mediline discovered that its most committed and long-serving carers were motivated by altruistic rather than financial incentives. Guided by this insight, they crafted an inspiring EVP: "Everyday Heroes." This compelling proposition resonated with individuals who sought fulfilment in helping others and were ready to go above and beyond in their caregiving roles.

Recruitment Strategy

Mediline recognised the potential of the digital space early on and utilised social media, tribal marketing, and advocacy thinking to build a community of 4,500 carers and advocates from Generation X. They effectively differentiated themselves from competitors, still relying on traditional local newspaper advertisements. Mediline created an identifiable recruitment brand that spoke directly to the values and emotions of its target audience. Their user-friendly website made the application process effortless, while offline materials expanded their reach to potential carers who shared their altruistic values.

Retention Initiatives

Understanding that employee recognition was a key driver of staff retention, Mediline introduced a new level of appreciation for its caregiving team. The Everyday Heroes proposition attracted talent and ensured employee satisfaction and loyalty. By acknowledging the vital role carers play in the lives of their clients, Mediline fostered a supportive work environment that encouraged long-term commitment.

Business Lifecycle and Success 

The marketing directors at Mediline played a central role in the company's journey from start-up to scale-up, executing acquisitions and crafting a compelling group proposition. By dominating the Midlands and North care landscape, Mediline attracted a substantial market share to the successful sale of its domiciliary, residential, and complex needs divisions.

Conclusion 

Mediline's strategic marketing case study demonstrates the transformative power of an innovative Employer Value Proposition. By tapping into its target audience's philanthropic purpose and values, the company successfully addressed the industry's recruitment and retention challenges, propelling it from a modest team to a dominant player in the care sector. The Everyday Heroes EVP, supported by well-executed recruitment and retention strategies, has become the backbone of Mediline's remarkable growth and success.