Project Description

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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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London
Tel: +44 203 574 4586

Dublin
Tel: +353 1 826 0692

Belfast
Tel: +44 289 072 6078

Toronto
Tel: +1 647 977 9442

©2021. All rights reserved.
HST Healthcare Talent Acquisition® and Candidate Lead Generation®
are Registered Trademarks of Health Sector Talent Limited®
Privacy Policy | Cookie Policy | Modern Slavery Statement

London Tel: +44 203 574 4586

Dublin Tel: +353 1 826 0692

Belfast Tel: +44 289 072 6078

Toronto Tel: +1 647 977 9442

©2021. All rights reserved.
HST Healthcare Talent Acquisition® and Candidate Lead Generation® are Registered Trademarks of Health Sector Talent Limited®.
Privacy Policy | Cookie Policy | Modern Slavery