Case study: Mediline GROUP

The Challenge
Mediline, a fast-growing care provider working with both private clients and local authorities, faced one of the sector’s biggest hurdles: recruiting and retaining carers in a highly competitive and emotionally demanding industry. Their growth potential was clear – but only if they could find the right people and keep them. With pressure mounting and traditional recruitment tactics falling short, Mediline came to Integratables for a better solution.

Our insight
We started by digging into the motivations of Mediline’s most loyal and high-performing staff. The breakthrough? These carers weren’t in it for the money – they were driven by a sense of purpose. They wanted to make a difference. We used this insight to build a compelling Employer Value Proposition (EVP) rooted in a simple but powerful idea: Everyday Heroes. It acknowledged the emotional weight of care work while celebrating the people who choose to do it – day in, day out.

Our solution
Integratables designed a fully integrated recruitment and retention strategy, built around the new EVP:

• Clear positioning – We helped Mediline define and communicate the values they stood for, making them instantly more appealing to purpose-driven candidates.
• Digital-first recruitment – While competitors relied on local newspaper ads, we activated social media, storytelling, and advocacy marketing to build a community of 4,500 carers and advocates, mainly from Gen X.
• Brand and experience alignment – We created recruitment materials that reflected the Everyday Heroes message, from a user-friendly website to supportive offline content that widened reach.
• Retention through recognition – We advised on internal culture and employee appreciation to ensure carers felt seen, valued, and supported – reinforcing loyalty and reducing turnover.

The result

• Team scaled from 4 to over 1,200 staff
• Brand became a recognised leader across the Midlands and North
• EVP embedded across recruitment, culture, and communications
• Business prepared for and completed a successful exit strategy

Why it matters
Mediline’s story is about more than carers. It’s about how a clear, values-led message can drive recruitment, boost retention, and power business growth. Whether you’re in care, engineering, technology or professional services – if people are the key to your success, then your EVP needs to work as hard as you do.

Need to attract and retain better talent?
If your business growth is being held back by recruitment or retention challenges, we can help. Let’s define what makes your team tick!