91Ninjas scaled TERN Group’s organic presence from scratch

Client Overview

TERN Group is a global recruitment and migration platform leveraging AI to connect UK healthcare providers with skilled international talent.

Industry

HealthTech

Region

UK & South Asia

Impact at a glance

9k

Organic followers

281k

Organic impressions

30k

Clicks to TERN Group platform

124k

Decision-makers reached organically

The challenge

UK healthcare providers faced acute workforce shortages, yet TERN Group needed to stand out in a crowded market skeptical of traditional recruitment agencies.

Zero initial brand footprint on LinkedIn
Low organic awareness among key NHS and private healthcare leaders
Lacked a structured engine to convert brand ethics into qualified B2B interest

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what they needed

An organic social engine to build industry trust, highlight ethical talent pipelines, and drive sales conversions.

what we did

Human-centric storytelling series
NHS Trust spotlights
Leadership thought content
Product & B2B social proof

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Strategic approach

We aligned on trust building and lead conversions first, then:

Defined key persona tracks targeting NHS workforce directors, people operators, and care leaders.
Deployed 15 content buckets spanning ethical migration narratives, AI platform value, and client proof.
Activated employee network amplification to expand reach across decision-maker networks.

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Here's how we approached

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