CCP Scotland
Strategic Communications
CCPS (Coalition of Care & Support Providers in Scotland) is the voice of not-for-profit social care providers, representing organisations that deliver vital support services across Scotland.
Marriott Communications was appointed to lead communications for the Aberdeen Recruitment Working Group, with a focus on messaging strategy and recruitment campaigns.
The Brief
CCPS (Coalition of Care & Support Providers in Scotland) is the voice of not-for-profit social care providers, representing organisations that deliver vital support services across Scotland.
Facing acute recruitment challenges in the Aberdeen region, CCPS established an Aberdeen Recruitment Working Group to address the barriers to attracting new staff into social care.
The challenge was not just visibility, but clarity of messaging: different providers were speaking in different ways, with varying levels of communications expertise, meaning potential recruits were not receiving a consistent or compelling story about what a career in care could offer.
The brief was clear - develop a unified messaging approach that could be adapted by individual organisations, while still retaining a shared essence that promoted social care as a rewarding, values-led career.
Marriott Communications was appointed to lead communications for the Aberdeen Recruitment Working Group, with a focus on messaging strategy and recruitment campaigns.
Our role included:
Key Messaging Workshops
We worked with member organisations to explore what messaging is, why it matters, and how it can be applied to recruitment. By levelling up knowledge across the group, we created a shared foundation for communications activity.
Defining Key Messages
We developed clear, concise, and adaptable key messages - covering what social care is, why it matters, the unique value it brings, and why people should consider a career in the sector. These included both positioning messages (long-term brand statements) and dynamic messages (short-term, campaign-specific).
Practical Tools & Guidance
To make the messaging actionable, we provided frameworks for developing campaigns across multiple channels - from social media and job boards to traditional media and community outreach.
Content Strategy
We advised on formats and storytelling techniques to humanise recruitment, including staff “day in the life” stories, skills development journeys, and behind-the-scenes content that would challenge misconceptions and bring the sector to life.
Hashtag & Campaign Alignment
We guided consistent use of hashtags such as #BecauseScotlandCares, #AberdeenJobs, and #ScotlandConnects to build momentum, track activity, and give a cohesive voice to a diverse group of providers.
The Impact
A content-led roadmap for future campaigns (Jan–April 2022 and beyond)
Greater confidence in using storytelling, staff experiences, and community-building to attract new recruits
Most importantly, the project reframed recruitment messaging around values rather than skills - highlighting the unique rewards of working in social care, and positioning the sector as a professional, purposeful, and people-centred career path.
Our approach created a shared communications framework that helped providers across Aberdeen City & Shire speak with one voice - while still retaining their individual organisational character.
The Aberdeen Recruitment Working Group left with:
A set of agreed key messages tailored to recruitment goals
A practical understanding of how to use messaging strategically across platforms
