How to Create a Compelling “Why Join Us” Narrative
In healthcare, job seekers aren’t just looking for roles. They’re looking for meaningful work, trustworthy leadership, and a culture that aligns with their values.
That’s why having a strong “Why Join Us” narrative is no longer optional. It’s your employer brand elevator pitch. It tells candidates not only what you do, but why it matters, how it feels to be part of your team, and what makes your workplace different from the hospital or clinic down the road.
As recruiters, we’ve seen time and again how a well-crafted narrative can attract the right people more quickly and keep them for longer.
Here’s how to build one that truly resonates.
1. Start with Your Core Purpose
People are drawn to mission-driven organisations. Especially in healthcare, candidates want to feel part of something bigger than themselves.
What is your organisation’s “why”?
How do you define success beyond just patient outcomes or performance targets?
What kind of impact do your people have on the lives of others?
Make your purpose personal and human, not corporate or generic.
For example:
“At St Mary’s Trust, every role plays a part in restoring dignity and quality of life for patients, and we never forget the person behind the chart.”
2. Showcase What You Stand For
Candidates want to join organisations whose values match their own. This includes your approach to:
Team culture
Inclusivity and equity
Professional development
Flexibility and work-life balance
Innovation and continuous improvement
Don’t just list buzzwords. Provide examples of how these values show up in day-to-day life.
For example:
“We believe in listening to our team. Our ‘b-Heard’ feedback programme helps turn staff suggestions into real improvements.”
3. Tell Real Stories, Not Just List Benefits
While competitive pay, benefits and flexibility matter, emotional connection drives long-term commitment.
Incorporate stories from team members:
Why did they join?
What has kept them here?
What moments made them proud to be part of the team?
Quotes, videos, or short testimonials can be powerful.
For example:
“I joined as a newly qualified nurse during the pandemic. The support I received here shaped who I am today, professionally and personally.” – Sarah, Ward Sister
4. Highlight Career Development and Growth
A compelling “Why Join Us” should offer a vision of the future, not just a job description.
What learning pathways or progression routes do you offer?
Do you support further study, CPD, or leadership training?
How do you recognise and promote talent?
Make it clear that joining your team isn’t a stopgap. It’s a long-term opportunity to grow and be supported.
5. Speak Directly to Your Ideal Candidate
Tailor your narrative to your audience. The motivators for:
Early-career nurses
Allied health professionals
Returners to practice
Consultants or senior leaders
…will differ. Speak to what they care about most.
For example:
“Whether you’re just starting out or returning after a career break, our team is built to support, mentor, and welcome you from day one.”
6. Keep It Authentic and Consistent
Above all, your “Why Join Us” narrative must be genuine. If you promise a collaborative culture or strong mentorship but candidates experience the opposite, trust is quickly broken.
Ensure consistency across:
Job adverts
Careers pages
Social media content
Interview conversations
Onboarding experience
Recruiters, hiring managers, and staff should all be aligned and confident in sharing the same core message.
Final Thoughts
A compelling “Why Join Us” narrative is your magnet for mission-aligned talent. It’s not a one-time slogan. It’s a story you tell every day through how you hire, lead, support, and grow your people.
Craft it with care. Share it widely. Most importantly, live it consistently.
Because in the end, great candidates don’t just want a job. They want a place where they belong, contribute, and grow.
Not sure how to position your value to top candidates? Fertility Talent helps healthcare employers craft authentic narratives that attract mission-aligned professionals. Contact us on LinkedIn or simply call us on 01904 230002..