Bury Council

We worked alongside Unique Training Solutions to drive an adult social care recruitment campaign for Bury Council.

Bury - Now I care - Case Study
Bury - Now I care - Case Study
Bury - Now I care - Case Study

The Challenge

Bury Council was struggling to fill a backlog of adult social care vacancies.

Filling adult social care vacancies across Bury, Prestwich, Radcliffe, Ramsbottom, Tottington and Whitefield had become increasingly difficult in light of the coronavirus pandemic.

It was essential to the client to get across the message that adult social care work comes in all shapes and sizes and can be a career, not just a job.

Bury - Now I care - Case Study

Our Approach

We devised a campaign targeting people with relevant transferrable skills.

We targeted an audience who were fed up and wanted a career change or had perhaps lost their job due to the coronavirus pandemic and could use their skillset within the adult social care sector.

Our creative team produced imagery depicting people who had previously worked in a variety of industries, from IT to education and hospitality, but now worked and – more importantly – loved working in care.

We targeted specific age groups and interests within various pinpoint locations in the Bury and wider Greater Manchester district via Facebook and Instagram – directing them to a dedicated landing page to apply for vacancies.

As the campaign progressed, we identified that Google Ads would also be a worthwhile channel to activate, so we implemented search campaigns too.

Bury - Now I care - Case Study
Bury - Now I care - Case Study

Under the umbrella of #BeTheDifference, the advertising campaign had two straplines:

‘Now I care’ and ‘Now is the time’

The Results

The two-month social media advertising campaign resulted in an average of 9 leads per day.

Our campaign achieved a total of 540 leads, 2k clicks to the landing page, 269k impressions and a reach of 122k users.

The Google Ad campaign which ran alongside generated 274 leads, 2.8k clicks and 33k impressions over a matter of just weeks.







Bury - Now I care - Case Study

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