halpy Social Media & Recruiting

Social Media, Recruiting, Advertising, 2025

For the home-care service halpy I designed ads and posts for social media, first at THINKS Design, and from late 2023 as Design Lead within the company itself.

The focus is on recruiting: care staff are scarce, so halpy advertises what matters in everyday work: pay, rosters and appreciation. On top of that come ads aimed at new clients and the Instagram presence.

halpy job ad in the Instagram feed on a smartphone, next to the carousel with “5.000 €” and the benefits

Job Ads

Every carousel follows the same structure (hook, salary, benefits, location) so it can quickly be refilled for any position. The signet runs across the slide edge and invites people to keep swiping.

What sticks in the feed only shows in testing. That is why the same structure comes with different versions of the first slide: an incoming call with “Better pay” on the display, portraits from the team, light and dark versions, or a holiday picture.

Versions of the carousel job ads stacked, each with salary, the halpy symbol and a list of benefits

Stories

For stories and reels the carousels also exist in portrait format.

Five story slides for care assistants with portrait, salary figures and benefits

Motion

Short animated ads: the headline types itself, the button slides open: seven to ten seconds that make people pause in the feed. Alongside real faces from the team, AI-generated characters appear as well.

Ad “Verdiene bei uns über 5000 €” with a smiling carer in a white halpy shirt on a teal background

Ad “Wir gestalten die Pflege von morgen. Mit dir.” with a smiling carer and a prompt to swipe left

Ad “Mit Wissen und Herz: Deine Karriere in der Pflege!” with a smiling male carer in a white halpy shirt

Transition Hooks

The transition hooks open the ad with a viral clip (a pole vaulter lands on the mat, a mountain biker takes off) and land with a hard cut in the halpy office. The movement continues in halpy's own video, and whoever stopped scrolling now hears the job offer.

Video still: staff member in a white halpy shirt lying casually propped up in front of a green plant wall

Video still: staff member crouching down in a bright office, with halpy posters on the wall

Video still: staff member with a coffee cup in front of the plant wall with the illuminated halpy symbol

Client Acquisition

halpy reaches not only staff but also new clients through ads. The carousel for Kiel presents all services and picks up my illustrations from the website; a second one addresses families looking for everyday support for children and teenagers.

Two carousel ads for clients: “Ihr ambulanter Pflegedienst in Kiel” with services and “ADHS und noch kein Pflegegrad?”

Instagram

From April 2024 to the end of 2025 I designed the Instagram presence. The feed alternates on purpose: a designed graphic is followed by a photo or video with real people. That keeps it lively and never sterile.

Recurring formats keep it calm: the “New article” series for blog topics, greetings for holidays and anniversaries, and one motif for every new location.

Grid of Instagram posts in teal with portraits of carers and senior citizens

Smart Talks

In the “Smart Talks” series, staff talk about their path into care during a ride in the halpy Smart, with its own logo, an animated intro and subtitles.

Video still: two men talking in the front seats of a car

Video still: man and woman in a car, subtitle “Was würdest du dir für die wünschen.”

Video still: two women in a car, subtitle “und sie ist seit dreieinhalb Jahren bei halpy mit dabei.”

A Day at Work

For a second series I followed staff with the camera for a day and interviewed them, from housekeeping to registered nurses. Interview and footage from the working day alternate; subtitles make sure the videos work without sound, too.