Project Description
Campaign Background
The Belfast Health and Social Care Trust delivers integrated health and social care services to approximately 340,000 people in Belfast and provides the majority of regional specialist services across all of Northern Ireland.
As one of the National Health Services’ largest Trusts, the Belfast Trust employs more than 22,000 people, treats 210,000 inpatient/day patients, 680,000 outpatients and more than 200,000 people in their ED departments every year.
The Belfast Trust decided to take a less than traditional approach to the promotion of their annual Nursing Recruitment Open Day and engaged HST to redesign the concept and deliver a different experience for candidates interested in working for the Trust.
Campaign Video
Campaign Overview
HST developed a marketing strategy that included branding, advertising and event management. A separate nursing recruitment brand – Belfast Nursing Jobs was created and formed the basis of the Belfast Nursing Open Day.
HST also created a dedicated event landing page incorporating both the Belfast Trust’s own unique employer brand and the newly created Belfast Nursing Jobs brand alongside an online ticketing system to capture registrations.
The campaign generated 326 registrations representing a 143% increase on the Trust’s previous open day and 233 nurses attended on the day.
The open day resulted in 122 nurses commencing employment with the Trust and led to a reduction in the Trust’s Band 5 registered nurse vacancies by 25.1%. The Belfast Trust’s Recruitment Open Day won the Healthcare People Management Association’s Recruitment Initiative of the Year Award.
£19.4m
The equivalent reduction in agency spend from directly employing 420 Nurses
Campaign Overview
HST developed a marketing strategy that included branding, advertising and event management. A separate nursing recruitment brand – Belfast Nursing Jobs was created and formed the basis of the Belfast Nursing Open Day.
HST also created a dedicated event landing page incorporating both the Belfast Trust’s own unique employer brand and the newly created Belfast Nursing Jobs brand alongside an online ticketing system to capture registrations.
The campaign generated 326 registrations representing a 143% increase on the Trust’s previous open day and 233 nurses attended on the day.
The open day resulted in 122 nurses commencing employment with the Trust and led to a reduction in the Trust’s Band 5 registered nurse vacancies by 25.1%. The Belfast Trust’s Recruitment Open Day won the Healthcare People Management Association’s Recruitment Initiative of the Year Award.
£19.4m
The equivalent reduction in agency spend from directly employing 420 Nurses
Campaign Key Statistics
326
The Number of Nurses that Registered to Attend the Recruitment Open Day using Facebook, Twitter, Instagram and LinkedIn to Advertise the Event
233
The Number of Nurses that Attended the Recruitment Open Day
122
The Number of Nurses Recruited by the Trust on one single day
Campaign Key Statistics
326
The Number of Nurses that Registered to Attend the Recruitment Open Day using Facebook, Twitter, Instagram and LinkedIn to Advertise the Event.
233
The Number of Nurses that Attended the Recruitment Open Day
122
The Number of Nurses Recruited by the Trust on one single day
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