Leading with heart to recruit caregivers.

It takes a special person to be a caregiver. They need to feel it in their heart. That’s why Griswold — a national home care agency — chose Lehigh Mining and Navigation to take a different approach to recruitment. We developed a campaign that lets caregivers speak from the heart instead of talking about pay, hours and benefits. Our pointed emotional appeal was more powerful than a message about compensation. For the right person, it tugs hard at the heartstrings and leads to action. This digital campaign helped Griswold find more caregivers while raising overall brand awareness. The Lehigh Mining and Navigation team understands that in a hyper-competitive market, the employer brand is just as important as the consumer brand.