Brand Strategy
Digital Marketing
Paid Social Media
Social Media
Bloomfield's HR & Careers Growth Programme
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Project
Overview
Bloomfield Health Services is one of Ireland’s most respected providers of mental health and high-dependency care. Founded in 1812 by the Religious Society of Friends (Quakers), Bloomfield has more than 200 years of heritage in compassionate, person-centred care. The 114-bed facility at Stocking Lane, Rathfarnham, delivers inpatient services for adults with severe and enduring mental health needs, with specialist services for Huntington’s disease, dementia, and rehabilitation, alongside New Lodge Nursing Home for older persons.
Premium Plan
“Collaborate with R22 for Seamless Management of Your Digital Marketing and Web Design Initiatives.”
— Ruth McKenna, Director of Joseph May
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Key
Stats
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Challenge
Challenge
Like much of the healthcare sector, Bloomfield faces ongoing pressure to attract and retain skilled clinical and support staff. The team needed a digital partner who could drive HR and careers traffic to the website and help Bloomfield stand out as an employer of choice in a competitive recruitment market.
The focus areas included:
- Driving qualified careers traffic to the Bloomfield website
- Building Bloomfield’s employer brand across social platforms
- Supporting active recruitment campaigns with targeted content
- Establishing an ongoing presence that kept Bloomfield front of mind for clinical talent
Brand Strategy
Digital Marketing
Paid Social Media
Social Media
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Strategy
Rooftop Twenty Two works with Bloomfield on an ongoing basis to drive HR and careers traffic, with LinkedIn and Instagram playing a central role in building the employer brand.
LinkedIn Activity
- Developed a content strategy focused on careers, culture, and team stories
- Produced regular content showcasing roles, team members, and life at Bloomfield
- Ran targeted campaigns to support active recruitment priorities
Instagram Activity
- Built an Instagram presence that humanised the organisation and showcased the team
- Produced content that complemented LinkedIn while reaching different audiences
- Established a consistent posting cadence that built recognition over time
Ongoing Partnership
- Acted as an extension of the Bloomfield team across content, campaigns, and creative
- Reported on traffic, engagement, and application impact
- Continuously refined the programme based on what was working
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Impact
Bloomfield has built a stronger employer brand across LinkedIn and Instagram, with a consistent flow of careers-focused content driving qualified traffic to the website and supporting the team’s recruitment goals. The partnership continues as an ongoing engagement.