Improving the employee journey for NTUC Health
As Singapore’s leading eldercare provider, NTUC Health wants to employ the best caregivers within the organisation. To attract and retain new staff both from within Singapore and internationally, they knew they needed to build an attractive employer brand proposition, raise awareness of their organisation, and create a positive application, onboarding and employee experience.
With Singapore’s aging population and a need for more people to work in the sector, NTUC Health also wanted to understand how they could raise awareness of healthcare – and eldercare specifically – as a meaningful and rewarding career.
To achieve this, we needed to understand the factors driving employee recruitment, engagement and retention.
We conducted an extensive research study to uncover the motivations behind prospective and existing employees’ desire to work in healthcare and eldercare, how they go about identifying opportunities and what attracts them to a specific organisation or role.
We studied the channels that could influence job seekers, from online forums to recruitment websites, and investigated how the application journey differed across key target segments – for example, graduates or career switchers – and for applicants inside and outside Singapore. Finally, we explored general perceptions of the sector and the roles within it, along with competitor approaches to recruitment.
With this wealth of primary insight, we could articulate the motivations and needs of prospective healthcare employees through distinct needs-based profiles. We mapped these needs across NTUC Health’s current application journey to identify potential pain points and opportunities to improve. Meanwhile, existing employee insight helped inform a new approach to employee experience, from onboarding through to engagement and retention strategies.
With an understanding of the varied and personal reasons people work in healthcare and eldercare, we created a unique brand proposition designed to position NTUC Health as Singapore’s leading employer in the sector. A greater understanding of the prospective employee journey allows NTUC Health to communicate the unique benefits and emotional rewards of working for the organisation across the most effective channels.
We designed a new recruitment website to help prospective employees understand their suitability for a career in healthcare, identify the types of roles they’d be suited to and provide a direct, transparent application process.
Finally, as part of evolving NTUC Health’s approach to employee experience, we utilised digital channels to engage staff across multiple locations.
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