IMC Locums
Context
IMC Locums is a specialist recruitment agency providing healthcare professionals to NHS and private healthcare providers, covering roles across nursing, therapy, and allied health services. Its audience sits on both sides of the same market: clinicians looking for work they can trust, and the healthcare organisations who need to fill those roles.
The Challenge
The challenge was to make the brand feel more relevant and credible to a highly specific audience. IMC Locums needed to engage healthcare professionals and organisations who expect content to reflect a real understanding of their environment. The messaging, however, felt too broad and did not clearly communicate the agency's expertise or the value it brings to both candidates and clients. Without a clearer direction, content struggled to create meaningful engagement or strengthen the brand's position within a competitive market.
The Approach
The starting point was to refine how the brand communicated its expertise so that it felt more aligned with the audience it was trying to reach. Rather than relying on general recruitment messaging, the focus moved towards healthcare-specific insight and storytelling, ensuring that content reflected real experiences within the sector. This allowed the brand to speak with more relevance and authority, while also making it easier for the audience to recognise its value. Content was structured around industry trends, candidate experiences, and practical insight, which helped create a more consistent narrative and a clearer sense of positioning over time.
What We Delivered
Messaging refinement
We clarified how the brand communicated its expertise so it felt more relevant to healthcare professionals and organisations.
Industry-led content direction
We developed content centred on sector insight and real-world experiences to strengthen relevance.
Healthcare-focused storytelling
We introduced content that reflected the realities of candidates and clients, making it easier for the audience to connect with the message.
Content structure and consistency
We created a more consistent approach to content, allowing the brand to build familiarity over time.
Platform execution
We aligned LinkedIn content to suit a professional healthcare audience while maintaining a clear and consistent voice.
The Outcome
As the messaging became more focused and aligned with the audience, engagement began to reflect a stronger connection between the brand and the people it was trying to reach. Content started to generate more meaningful interaction, with healthcare professionals responding to posts that felt more relevant to their experience. This created a more consistent level of engagement and helped position IMC Locums as a more credible and informed presence within its sector. This was reflected in performance, with engagement increasing from 2.6% to 4%, alongside a noticeable improvement in the quality of interactions and enquiries.
Results
Engagement was nurtured through to candidates registering with the agency.
What changed beyond the numbers
- →Stronger positioning within the healthcare recruitment sector
- →Content that reflects the reality of clinical work, so candidates recognise themselves in it
- →A consistent voice clients and candidates can now recognise
- →A nurture path from first interaction through to candidates registering with the agency, rather than engagement that went nowhere
Reflection
This work showed that in recruitment, relevance is what drives engagement. When content reflects the reality of the audience's experience and communicates expertise clearly, it becomes easier for people to trust the brand and engage with it in a more meaningful way.
"Our content felt quite flat before. After working together it became more relevant to the people we're trying to reach, and we saw a clear increase in engagement and applications."
IMC Locums
Healthcare Recruitment
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