Principle

Changing the conversation

Talent is everything when it comes to delivering a first-class care experience. Ahead of the launch of their new boutique care home network, we helped Principle challenge perceptions and change the conversation about careers in care. A bold new brand led with the message ‘Don’t work at Principle’ and engaged prospects with the difference they can make to others and for themselves.

Leading the way

Unlike the standard recruitment approach, Principle speaks directly to the aspirations of employees to learn, grow and be inspired. Positioning Principle as a place where ‘work doesn’t feel like work’ has set the tone for the kind of employer Principle will be, but importantly also the quality and intimacy of care its team will provide for residents. As new care homes come on board this year, they are ready to hit the ground running.