Who is IPS Grow?

IPS Grow is the national implementation and quality improvement initiative for Individual Placement and Support (IPS) services in the UK. They work to improve access to employment for people with severe mental health conditions by supporting the growth of high-quality IPS services across the country.

What Did They Need?

As part of their national recruitment drive, IPS Grow wanted to attract new employment specialists to join the movement. This was the first time the organisation had run a digital campaign, and they were looking for expert guidance to explore what platforms would be most effective for reaching their target audience.

How did Kithe achieve this?

We developed and executed a multi-channel digital recruitment strategy designed to maximise visibility and drive high-quality applications:

• Google Search Ads: Targeted people actively searching for careers in mental health, employment support, or related sectors. We used high-intent keywords to reach engaged job seekers.
• Performance Max (PMax): Enabled us to extend reach across the Google network, including YouTube, Display, Search, and Gmail. This helped to raise awareness among passive candidates who may not have been actively searching but were well-suited to the roles.

• Meta Advertising (Facebook and Instagram): Delivered highly targeted ads to audiences based on interests, job titles, and behaviours relevant to employment support and mental health services. This helped build awareness and drove additional traffic to the recruitment pages.

What were the results?

The campaign successfully delivered a strong volume of quality applications, supporting IPS Grow in their recruitment goals.

• Impressive first-time results for a digitally inexperienced organisation

• Positive feedback from the IPS Grow team, who gained valuable insights into how digital advertising works and which platforms were most effective

• Clearer understanding of the digital recruitment landscape, empowering them to make data-informed decisions for future campaigns

This project marked a significant step forward for IPS Grow in embracing digital marketing—and it proved to be a smart investment in expanding their national impact.