BC Mental Health and Substance Use Services
Employer Brand
We developed an employer brand rooted in cultural safety and inclusion to help BCMHSUS recruit for some of B.C.'s most complex care.
Scope
Client
Duration
Year
The Challenge
BCMHSUS struggled to recruit applicants with both the right skills and a trauma-informed approach to complex patient needs.
They sought people aligned with their belief in “health and healing for all.” Urgency grew with rising demand from the fentanyl crisis and COVID-19, plus plans to expand a new treatment model province-wide.
The Solution
We began by listening to BCMHSUS’s Indigenous team to understand systemic barriers rooted in colonial history and ensure cultural traditions were reflected in the employer brand.
By engaging elders and participating in practices, we built trust before creating. The resulting materials resonated deeply with all employees, avoided stigma, and made Indigenous employees feel heard and represented.
The Results
The recruitment website has launched, and additional creative assets are ready for future campaigns once funding is available.
