Case Study: Ryman Healthcare strengthens employer branding with Traffic

Ryman Healthcare opens 6 Melbourne villages with Traffic

Ryman Healthcare, a major healthcare provider expanding from New Zealand into Melbourne, faced the challenge of attracting a wide range of employees for their new villages. They engaged the brand agency Traffic to create a recruitment campaign that would position them as the premier employer of choice in the healthcare sector, needing to attract everyone from clinical staff to construction workers.

The solution from Traffic was the "Our kind of people" branding campaign, built on Ryman's established culture of kindness. This concept leveraged the double meaning of "kind" to embody the nature of their staff and culture, making the company appealing as a caring and inclusive employer. The campaign was extended across all touchpoints, including a dedicated careers website. Traffic successfully positioned Ryman as a purpose-driven business offering career nourishment to attract a pool of suitable candidates.

Ryman Healthcare