Project Description
Campaign Background
Aneurin Bevan University Health Board is one of the largest NHS health boards in Wales and provides primary and secondary care to a population of more 639,000 people.
The Practice Education Team in Aneurin Bevan UHB have developed an innovative International Nurse Support Programme to provide sponsorship and tools for learning to assist overseas trained Nurses already in the UK in gaining NMC Registration through its structured registration support programme.
Aneurin Bevan UHB engaged HST to develop a recruitment brand that would resonate with the programme’s primary target market and to create a bespoke recruitment event to directly engage under-employed overseas trained nurses currently living and working in the UK.
Campaign Overview
HST developed a comprehensive talent acquisition strategy that included the development of the UK Nursing Pathway brand and the creation of an employer branded open day.
The UK Nursing Pathway Open Day included a branded campaign website, promotional video and creative to support the multi-channel recruitment advertising campaign to target under-employed overseas nurses living in South Wales.
HST’s Talent Marketing Team worked in partnership with the Client to capture, screen and filter applications generated from the advertising campaign, before managing the entire open day including venue management and event staff being present at the event on the day to manage the build-up, on-site registration and break-down.
The campaign resulted in 176 overseas trained nurses that were already based in the UK, but that had previously failed to secure their NMC Registration, applying to attend the event of which 84 were invited and 45 attended on the day.
£19.4m
The equivalent reduction in agency spend from directly employing 420 Nurses
Campaign Overview
HST developed a comprehensive talent acquisition strategy that included the development of the UK Nursing Pathway brand and the creation of an employer branded open day.
The UK Nursing Pathway Open Day included a branded campaign website, promotional video and creative to support the multi-channel recruitment advertising campaign to target under-employed overseas nurses living in South Wales.
HST’s Talent Marketing Team worked in partnership with the Client to capture, screen and filter applications generated from the advertising campaign, before managing the entire open day including venue management and event staff being present at the event on the day to manage the build-up, on-site registration and break-down.
The campaign resulted in 176 overseas trained nurses that were already based in the UK, but that had previously failed to secure their NMC Registration, applying to attend the event of which 84 were invited and 45 attended on the day.
£19.4m
The equivalent reduction in agency spend from directly employing 420 Nurses
Campaign Key Statistics
176
The Number of Nurses that Registered to Attend the UK Nursing Pathway Open Day
84
The Number of Nurses that were invited to attend the UK Nursing Pathway Open Day
45
The Number of Nurses that attended the UK Nursing Pathway Open Day
Campaign Key Statistics
176
The Number of Nurses that Registered to Attend the UK Nursing Pathway Open Day
84
The Number of Nurses that were invited to attend the UK Nursing Pathway Open Day
45
The Number of Nurses that attended the UK Nursing Pathway Open Day
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