“The campaign and website for the recruitment of nurses was hugely successful. We have completely redefined how NHS recruitment can work and proved it can be an easy and enjoyable experience for our candidates.”

— CHRIs kennedy, general manager pccp, Guy’s and st thomas’ nhs foundation trust

The challenge

We were tasked with helping Guy’s and St Thomas’ fill 10-20 vacancies for experienced Perioperative Nurses. Repeated advertising in traditional media and via NHS Jobs was not yielding results for these specialised roles.

Our approach

Following extensive research with the client, it was clear that we would need to reach out to these hard-to-recruit applicants rather than expecting them to visit job boards. We created a destination microsite with engaging content (including video of current Perioperative Nurses), simplified the application process and used social media to attract passive candidates.

The results

As a result of the initial six week campaign, there were 48 applications and 13 hires. Subsequent to this, the microsite and social media campaign have been used as a method of attracting candidates to attend open days which has proved even more successful. In total over a three year period, over 300 nurses have been recruited using this method.

The campaign has since been rolled out to other roles within the Trust, helping to recruit Echocardiographers and Children’s Intensive Care Nurses.

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