Chamber connection drives digital recruitment transformation at Midland Mencap

A connection made through a Greater Birmingham Chambers of Commerce networking event has led to a partnership helping Midland Mencap accelerate its digital transformation and strengthen recruitment across the organisation.

Birmingham-based marketing agency Swof Media has worked with the social care charity to develop a new careers website and refreshed employer brand, designed to attract more candidates into the sector and improve the online application experience.

The relationship began when Swof Media’s client relationship director, Chester Boothe, met Midland Mencap chief executive Dave Rogers and operations manager Daniel Rogers at a GBCC Premier event at Symphony Hall in December 2025.

What started as a conversation about marketing challenges soon developed into wider discussions around digital transformation, recruitment, and organisational growth.

Midland Mencap employs more than 400 people and supports individuals with learning disabilities and their families across the West Midlands.

The charity provides a range of housing and care services, including individual tenancies for around 120 people.

As part of its commitment to modernising operations and improving engagement with employees, service users and stakeholders, Midland Mencap is investing heavily in digital transformation.

The organisation recognised that improving recruitment was a critical first step after discovering that around 75 per cent of visitors to its jobs pages were leaving without completing an application.

Following a review of the recruitment journey, Swof Media helped the charity create a clearer employer value proposition, highlighting career development opportunities, employee benefits and the positive impact staff can make through a career in social care.

The result is a new mobile-friendly careers platform that simplifies and streamlines the application process.

Dave Rogers said: “We knew we needed to refresh our approach to websites, digital activity, recruitment, and retention, but we did not have the technical expertise internally to know where to start.

“Swof Media acted as a critical friend. They took considerable time to understand us, the challenges we were facing and what we wanted to achieve. Their approach was person-centred and built around our organisation.

“Digital transformation is essential for organisations like ours. We are making significant investments in our digital capabilities because modern systems help us operate more effectively, attract talent, and deliver better experiences for the people we support.

“Working with industry experts is vital. Partnerships like this allow us to combine specialist technical knowledge with our expertise in social care, helping us achieve more than we could alone.”

The careers website represents the first phase of a broader collaboration, with Swof Media expected to support Midland Mencap’s wider brand, website, and marketing development.

Chester Boothe said: “Midland Mencap is a significant Birmingham organisation with an important story to tell. The work its employees carry out is more than simply a job; it is a vocation successful digital transformation depends on collaboration.

“Midland Mencap brings deep sector expertise, while we provide the digital and marketing knowledge needed to communicate its values and achieve measurable outcomes.”

Both organisations say the partnership highlights the value of Chamber membership and cross-sector collaboration.

Dave Rogers added: “The Chamber has given us a place to build networks and connect with organisations that can help us solve genuine business challenges.

“This partnership is a strong example of what can be achieved when different sectors come together, share expertise and embrace innovation.”

Pictured: Dave Rogers and Chester Boothe