#BeMoreHPG

A campaign that brought exposure consistency cultural change

Housing Plus Group’s recruitment wasn’t working.

Time-to-hire was too long, retention rates were too low, and the organisation was struggling to attract candidates who genuinely fit the culture and values.

The Challenge

Create a recruitment campaign that would attract the right people—candidates who would stay, contribute, and embody what HPG stood for.

This would need the buy-in from all levels of the Group for it to be successful.. Then deliver it across every touchpoint: social, print, digital, and web.

The Approach

The campaign name came from a throwaway comment in a meeting: “We want them to be more HPG.”

That became the strategic core—we weren’t just filling vacancies, we were finding people who aligned with HPG’s ethos and values.

Key decisions:

Feature real HPG staff, not stock photography
Select staff who were genuine champions of the organisation (working with senior management to identify the right people)
Create role-specific campaign variations
Design templates that changed how job adverts looked—visually distinctive, personality-led, values-focused

The campaign wasn’t just external. It became a cultural touchpoint internally, used in strategic conversations at board level and woven into organisational vocabulary.

Initial concepts

The Delivery

Multi-channel Campaign:

Social media content (Facebook, LinkedIn—organic and paid, static and video)
Printed materials (leaflets, promotional merchandise, exhibition stands, press adverts)
Digital assets (job board banners and headers, ATS system rebrand)
Website redesign of careers section with new pages and assets

Employer Brand Development:

Visual identity system for #BeMoreHPG
Photography art direction featuring real staff
Role-specific campaign adaptations
Recruitment collateral and templates

The Impact

Recruitment performance:

A year after launch, #BeMoreHPG continued to see success with increased performance on social media and a fresh take on design and imagery compared to other organisations in the area.

LinkedIn click rate on vacancy posts has increased by 9% to 5.39%. A click rate that out performed the benchmark of 3-5%1

Applications from LinkedIn also increased from 4.8% to 6.9% of total applications. An overall increase of 43%.

Cultural integration:

The campaign transcended its original brief. It became:
The framework for new starter inductions
The identity for customer involvement initiatives
The branding for sponsored local events
Part of everyday vocabulary from frontline staff to senior leadership

Staff engagement:

Staff responded positively—they felt represented and valued. The campaign created pride in working for HPG.

Industry influence:

The visual approach to job adverts became the template for how HPG writes and designs all recruitment materials going forward.

What began as a recruitment campaign became an integral part of organisational identity and culture.