Health Education England: Step into the NHS rebranding and website redesign

Step into the NHS, a health service recruitment site aimed at schoolchildren, was redesigned to appeal to its target audience, resulting in increased usership and positive testimonials.

Executive summary

The NHS is the UK's most recognised brand. It is also our largest employer, with more than 1.3 million people working for the NHS throughout England. Health and care professionals are the most trusted of all occupations.

And yet, there is a chronic shortage of NHS staff. To cope with the increasing demand on services due to a growing and ageing populationi, there is huge pressure to recruit more people from all backgrounds into the many different careers within the NHS.

The Covid-19 pandemic brought into sharp focus the contribution health and care workers bring to...

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