The Shrewsbury and Telford Hospital NHS Trust care for the people of Shropshire and is one of the region's biggest employers, employing almost 6000 people. To keep such a large organisation well-staffed with talented people is a serious undertaking, which is why they turned to the team at Clear to supercharge their recruitment drive.
The brief
We needed to help Shrewsbury and Telford Hospitals to recruit more Doctors, Nurses and Allied Health Professionals. At the minute there is a heavy reliance on agency staff to fill gaps in recruitment, but this isn’t cost effective as agency staff are paid more.
The hospitals needed support to find more staff in the form of a website and marketing campaign.
The hospitals didn’t have their own identity but they knew they had to get out in front of people rather than hoping they would come to them. They needed the help and support of a company to build them a face and a name, then devise a strategy and a plan that would work.
Our strategy
We launched the campaign focused on social media to attract new candidates. We created a style and tone that was appropriate for the NHS, one that could be used across a range of platforms. This all revolved around the hashtag #belongtosomething.
We worked together with the NHS to create the 'Belong to Something' campaign along with a recruitment hub website to promote the jobs currently available in The Shrewsbury and Telford Hospital NHS Trust, attracting prospective employees to work and live in Shropshire. With engaging imagery and strategic call to actions we ensured that potential employees are encouraged to get in touch and be a part of our unique social hub bringing together our ‘Belong to Something’ creative campaign across all channels.
We used social media to advertise jobs, interact with relevant pages and promote the local area. This meant it was easy for users to like, share and comment on posts, gaining a much quicker reaction than traditional adverts or websites. Facebook drew the greatest interaction and has since become the go-to hub, with us posting the latest job posts and local news, we also took advantage of Facebook Advertising for hard-to-fill vacancies, ensuring we were getting in front of the right people.
The campaign has over 11,000 likes and has an organic weekly reach of 50k connections. Our ongoing management of the page means we can respond to every message and comment and share where needed.
The results
Return on Investment is key - we agreed and set KPIs. Every month we report and evaluate against our targets.
To date, we have managed to attract 12 million+ digital Impressions since the start of the campaign, 1,279,279 website sessions since 2016 and 13,797 Facebook followers... and growing.
12million+
Digital Impressions since the start of the campaign
1279,279
Website sessions since 2016
13,797
Facebook followers... and growing
Kind Words
We have been working with Clear for some time now on an employer branding campaign. From a very early stage the team showed that they understood the unique culture and identity of our Trust and what the focus of our campaign needed to be. Our “belongtosomething” website and social media presence has really hit the spot. The Clear team have come up with some fantastic ideas and has been responsive, flexible and creative as our campaign has developed.
Liz Walton, Head of Workforce Resourcing and Assurance, Shropshire and Telford Hospitals
Let’s chat
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