Applications soar for leading housing provider as social care PR campaign generates landmark response from diverse professionals
WITH A five-year transformation strategy in place, finding the right people with the right expertise to join the Board of Scotland’s leading housing provider was no easy task.
Supporting more than 5000 tenants across more than 170 developments, Bield Housing and Care was seeking new voluntary Board Members to help deliver its vision of enhancing independent living.
We delivered outstanding, real world results helping attract a large number of applicants at a time when voluntary Board positions in the charitable sector are notoriously difficult to fill
Our campaign helped to drive 39 application requests, resulting in 10 completed applications – with eight candidates progressing to interview.An amazing return on investment.
To drive these results we also delivered a host of other impressive numbers including
265,596 total reach across the full paid LinkedIn campaign
590,036 total impressions from paid LinkedIn activity
350 total clicks on paid LinkedIn adverts
0.06% click-through rate (CTR) – matching LinkedIn’s benchmark for awareness campaigns, demonstrating that the content effectively encouraged meaningful interaction at this stage of the funnel
1668 additional impressions from three organic LinkedIn posts
Indeed, our expert social care PR team rose to the challenge with an integrated digital and media campaign to cut through the noise and ensure the opportunity reached the right people.
With specialist experience required in areas including older people policy, finance, housing regulation, construction development and HR, it was essential the campaign reached a highly targeted and relevant audience.
With a focused digital strategy, we developed two sets of paid LinkedIn adverts centred on real-life housing stories, while using an engaging storytelling style. This was supported by a carefully planned organic social media push, ensuring widespread reach.
These digital efforts were critical to ensuring the opportunity reached niche professional audiences who may not have encountered the vacancy through traditional recruitment routes.
This digital success was coupled with a media campaign. Our team tailored media releases for specific sectors alongside a national call-out – securing widespread attention across trusted Scottish publications and specialist platforms and driving:
Five items of coverage
223,310 opportunities to see
Key features in Build Scotland, The Scotsman, Deadline News, and The Edinburgh Reporter
This media coverage not only helped amplify the campaign beyond Bield’s own channels but also lent credibility and visibility to the board opportunity – helping ensure it reached a broad, high-quality audience.
Importantly, feedback from Bield made the impact clear:
“This is really positive and the most applicants we’ve ever had for Board vacancies!”
Bield executive
By combining paid and organic strategies with carefully pitched media relations, the campaign hit multiple touchpoints – driving awareness, building credibility and sparking action among the right demographic.
Looking for Social Care PR to build your media presence?
Our award-winning Scottish PR agency has a team of savvy social care PR experts, who know exactly how to connect your mission with the audiences that matter – from recruitment to policy impact and everything in between.
Simply give us a call on 0131 561 2244 or take a few minutes to fill in the form below, and one of our team members will get straight back to you.
