Case Study: Cygnet builds a stronger employer brand with Electric Circus’ Characters of Care

Cygnet boosts applications by 135% in 3 months with Electric Circus

Cygnet Healthcare, a provider of mental health support services, needed to build a stronger employer brand that would resonate with its employees and new recruits. Their existing values, led from the top, failed to connect with staff on the ground. They partnered with the agency Electric Circus to create a new code that would communicate why Cygnet is a special place to work.

Electric Circus developed the "Characters of Care" concept by listening to staff and identifying a set of traits everyone could be proud of. This was brought to life through a series of recognizable icons used across stickers, badges, a calendar, and WhatsApp stickers to democratize the campaign and embed it into the culture. The most impactful outcome was a staff recognition scheme on the Cygnet careers site, which receives hundreds of monthly endorsements. Electric Circus's work helped drive a 135% increase in job applications for Cygnet within just three months.

Cygnet