B&M Care

Wagada’s work has increased our average weekly enquiries by 50%.

Angela Hunt, Director of Sales and Marketing, B&M Care

B&M Care has 50 years of experience in the care sector and is a group made up of 27 care homes in and around the Home Counties, and provides private residential and specialist dementia care for the elderly.

In 2020, at the height of the pandemic, B&M Care wanted to increase their enquiries and occupancy rates during this difficult time. They tasked Wagada Digital with raising their visibility, brand awareness, generating leads, and communicating key messages of trust and authority to their current and prospective customer base.

In 2022, B&M Care sought Wagada Digital’s support to help them with their employer branding to recruit and retain talent. This involved developing their employer brand positioning, aligned to their overarching brand and values to create synergy between marketing and recruitment.


increase in job seeker calls and live chat within one year

Our partnership with Wagada Digital is a huge success. They developed an Employer Branding strategy and a brand new bespoke Careers website that perfectly encapsulates B&M Care’s values. Their understanding of who we are as a brand and employer is spot on. Thanks to the new website and the strategy, we have had a significant increase in job applications and filling vacant positions.

Emma Norris, Head of HR, B&M Care



Increase in users year-on-year


Increase in enquiries in one year

No 1

On Google for 52 keywords within 6 months

Our solution

Since 2020, we have supported B&M Care with marketing and employer branding:

  • Development of marketing and employer branding strategies, defining B&M Care’s brand positioning and tone of voice and curating segmented messaging to resonate with their different target audiences
  • Build two websites, the consumer website and careers website. These were both optimised for SEO and user experience during development to achieve optimal results
  • Google Ads campaigns aligned to occupancy rates
  • Meta ads campaigns, focusing on brand awareness for prospective residents and potential talent
  • Focusing on a strategic content plan, including blogs and lead magnets based on keyword research
  • Robust social media strategy and implementation
  • Development and execution of targeted campaigns, tackling both the recruitment and consumer challenges of the recession
  • Provided tailored training for the team

The results

  • 39% increase in users year-on-year
  • 225% increase in enquiries within one year
  • Website ranking at position 1 for 52 target keywords within a 6 month period
  • 754% increase in job seeker calls and live chat within one year

“This work has helped us to increase our average weekly enquiries by 50%. Just when we think we have achieved the highest number of enquiries on record, we break that record again.
Angela Hunt, Director Sales and Marketing B&M Care Home

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