Client challenge
Epsom and St Helier University Hospitals NHS Trust needed to recruit staff into a range of roles – clinical, administrative and technical – in one of the most competitive employment markets in the country, with local alternatives ranging from more than 20 NHS organisations to Gatwick Airport.
We worked with the Trust’s team to develop an offer and a brand to resonate with ambitious NHS staff looking to grow their career
In this context, campaigns aimed at specific roles, such as nurses, which push potential recruits to NHS Jobs simply no longer work.
The Verve Communications team was able to draw on more than 5 years’ specialist experience recruiting NHS staff to develop a completely new approach.
Our solution
We worked with the Trust’s team to develop an offer and a brand to resonate with ambitious NHS staff looking to grow their career – making a real plus of development opportunities of a genuinely integrated provider with local roles available – while showcasing the enormous range of opportunities to people who may never have thought about working in the NHS.
We developed a full-scale marketing approach:
- A digital platform with a single enquiry form which routes applicants to suitable opportunities – intelligently based on experience.
- Connect people with whole categories of roles, such as technician, administrative, finance and IT, where recruitment is challenging but a wide pool of transferable skills exist.
- Enabling people to upload details and show interest without making a full application.
- A ground-breaking social media campaign to target likely applicants.
A digital platform with a single enquiry form that routes applicants to suitable opportunities – intelligently based on experience.
The outcome
Over a six-month period, Be More received over 1200 enquiries from candidates – 200 applicants per month.
We created a structured set of ‘pathways’ for recruitment by the Trust, with applicants kept up to date with opportunities at the Trust and an intelligent employer able to seek our candidates with transferable skills based on their CV.
The ability to express interest in working for the Trust without making a specific application was a game-changer – and potential applicants with relevant backgrounds came forward in large numbers. This included pre-professionals, junior clinicians, students seeking first roles, and experienced people looking to come back into the profession.
A ground-breaking social media campaign to target likely applicants.
Our work with Be More is more than a recruitment campaign. For many, it is the first step in their career in a sector they may have never previously considered.