The "Make a Difference" trap
It’s the phrase that dominates every health and social care recruitment campaign, and for good reason.
Most people working in these sectors do make a difference every day. But “making a difference” has become a catch-all message, one that risks sounding hollow if it’s not backed by something more tangible.
Eleven and GM CAMHS ‘Shaping lives. Together.’ campaign messaging.
While purpose matters, it’s not the only driver.
Insights from our Greater Manchester Child and Adolescent Mental Health Services (GM CAMHS) work and external workforce studies show that job satisfaction is often shaped by the culture of the workplace, not just the mission of the organisation. People stay for the team, the atmosphere, the sense of belonging.
Ask yourself:
Does your campaign show what it feels like to work here?
Are colleagues supportive?
Do managers trust their staff?
Are people encouraged to use their judgment and grow?
Does it show the fun, social side of the job?
Is there space for connection and laughter that make the hard days easier?
Painting a picture of this supportive environment makes the challenges of care less daunting, and far more human. It helps prospective staff imagine themselves as part of something real.
It’s also important to avoid over idolising the role.
When campaigns focus too heavily on finding ‘extraordinary’ individuals who live to serve, many potential candidates simply don’t see themselves reflected. Most people don’t see themselves as saints and they shouldn’t need to. It’s entirely valid to want a job that offers a fair salary, a supportive environment and a good work-life balance. If your campaign doesn’t reflect those realities, it risks missing the mark.