Recruitment and retention: NHS Leaders

Engaging senior NHS leaders with their personal and professional development

The brief

The 4,000 senior leaders of the world's third largest organisation, the NHS, demand the very best leadership development resources. The Centre offers a comprehensive range of programmes to arm the future leaders of the NHS with the tools they need, developed with world-leading providers.

We were asked to review all the communications from the Centre to its stakeholders - their style, tone, design, frequency and channels to establish a consistent and rationalised communications framework.

The solution

Understanding the audience needs is the hub of the solution. We met with stakeholders, established perceptions of current material and expectations of communications and reported the findings in a brand communications planning tool. We recommended cutting some communications, using channels differently and established the heirachy, tone, and look and feel of branded collateral and web-based communications.

As part of the overhaul of marketing communications, we created and devised In View, a journal that provides unique and insightful development and thinking for the senior leaders.

'While working with The Team I always found their grasp of the very particular needs of chief executives and other senior management in the NHS to be clear sighted and instinctive.'
Tessa Brooks, former Chief Executive, NHS Leadership Centre

CiB Communication Excellence Awards 2005 - winner

CiB Communication Excellence Awards 2004 - finalist