At Frost, we’ve worked with a wide range of organisations to strengthen their employer branding, from NHS Trusts to private healthcare providers and industry partnerships. While the contexts differ, the fundamentals remain the same: if you want to attract and retain the right people, your employer brand must be clear, authentic, and easy to connect with.

The unique challenges of healthcare employer branding

Employer branding within healthcare is particularly nuanced. The NHS, for example, is a vast, well-established system with a rich history—but also one where reputation, word-of-mouth, and past experiences can shape perceptions just as much as any campaign.

When we worked with East London NHS Trust, our task was to create an internal communications magazine that celebrated employees, showcased their achievements, and reinforced the positives of working within the organisation. It wasn’t about spin—it was about surfacing real stories that staff could be proud of.

In contrast, private sector healthcare providers face challenges that are closer to other commercial organisations. They need to compete for talent by articulating the value, benefits, and opportunities they can provide, while being clear about the type of people they want to attract.

Why authenticity is non-negotiable

One theme that comes up time and again is the importance of authenticity. Too many organisations try to make their employer brand sound bigger, glossier, or more complicated than it needs to be. That approach rarely resonates with employees or candidates.

The reality is that people want to know what it’s really like to work for you. Glossy messaging and jargon-heavy campaigns might look good in a pitch, but they won’t build trust. What works is being honest about your culture, celebrating your strengths, and acknowledging the challenges.

Simplicity beats jargon

In healthcare especially, we’ve seen how complex language, data-heavy communication, and corporate jargon can get in the way of genuine connection. Yes, metrics and behavioural science matter—but they’re only part of the story.

The real power comes from keeping things simple, making communications relatable, and giving people a clear reason to believe that their contribution matters.

Case in point: Wessex Health Partners

Our work with Wessex Health Partners involved refreshing their brand and working with leadership to define a strategy that encompassed staff, universities, NHS Trusts, and healthcare partnerships. Here, employer branding wasn’t just about employees—it was about creating a brand that people across different institutions could feel part of.

The key was understanding the nuances between audiences and articulating a unifying message that felt authentic across the board.

You can view the full case study here.

Takeaways for healthcare organisations

If you’re looking to improve your employer brand—whether in healthcare or another sector—here are three lessons that apply universally:

  • Be authentic: Don’t overpromise. Celebrate real stories and real people
  • Keep it simple: Avoid jargon. Communicate in a way that resonates with humans, not just data analysts
  • Know your audiences: Different groups have different motivations. Take time to understand and address them honestly.

At Frost, we believe employer branding is more than a recruitment tool, it’s a reflection of your culture and a driver of long-term growth.

Watch our latest video on employer branding in healthcare below and explore how authenticity and simplicity can transform the way you connect with your people.