Project Description

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Campaign Background

The Department of Health is a devolved Northern Irish government department in the Northern Ireland Executive. As with the devolved governments of both Scotland and Wales, the Department is directly responsible for health and social care in Northern Ireland and its population of almost 1.9 million.

The response to Covid-19 saw restrictions imposed on every aspect of life including social, education and economic, while also placing enormous pressure on health and social care systems.

Led by the Department of Health, a large-scale emergency recruitment campaign was created and launched with the urgent objective of ensuring additional capacity was available in the event of the health and social care system being overwhelmed.

The HSC Workforce Appeal was conceived, developed and managed by HST on behalf of the Department of Health, the five Health and Social Care (NHS) Trusts and Northern Ireland’s Ambulance Service alongside Balmoral Healthcare, a nursing agency based in Northern Ireland.

Campaign Video

Campaign Overview

HST acted as a single point of contact for all stakeholders and suppliers, and was directly responsible for the creation, implementation and coordination of the campaign including branding, creative design, media planning and buying, applicant processing and management.

The HSC Workforce Appeal covered both clinical and support roles as well as GMC and NMC temporary registrants alongside final year medical, nursing and allied health students.

Over the course of 35 days the Covid-19 recruitment project team of 162 people working across 9 organisations (mostly working remotely due to social distancing and travel restrictions) managed the largest recruitment campaign of its kind in Northern Ireland including 20,085 expressions of interest.

BBC News ‘More than 11,000 applied for health posts’

£19.4m

The equivalent reduction in agency spend from directly employing 420 Nurses

Campaign Overview

HST acted as a single point of contact for all stakeholders and suppliers, and was directly responsible for the creation, implementation and coordination of the campaign including branding, creative design, media planning and buying, applicant processing and management.

The HSC Workforce Appeal covered both clinical and support roles as well as GMC and NMC temporary registrants alongside final year medical, nursing and allied health students.

Over the course of 35 days the Covid-19 recruitment project team of 162 people working across 9 organisations (mostly working remotely due to social distancing and travel restrictions) managed the largest recruitment campaign of its kind in Northern Ireland including 20,085 expressions of interest.

BBC News ‘More than 11,000 applied for health posts’

£19.4m

The equivalent reduction in agency spend from directly employing 420 Nurses

Campaign Key Statistics

20,085

The Number of Individual Expressions of Interest the Campaign Generated both Direct via the Campaign Website and via the NMC, GMC and Final Year Students

11,642

The Number of Initial Expressions of Interest that Converted into Formal Applications

1,435

The Number of Applicants Recruited by the Campaign over 5 Weeks including Clinical and Support

Campaign Key Statistics

20,085

The Number of Individual Expressions of Interest the Campaign Generated both Direct via the Campaign Website and via the NMC, GMC and Final Year Students

11,642

The Number of Initial Expressions of Interest that Converted into Formal Applications

1,435

The Number of Applicants Recruited by the Campaign over 5 Weeks including Clinical and Support

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Copyright © 2020 | HealthSectorTalent

London Office
Tel: + 44 203 574 4586
Sydney Office
Tel: + 61 2 9056 2673
Toronto Office
Tel: + 1 647 977 9442
Dublin Office
Tel: + 353 1 826 0692
Copyright © 2020 | HealthSectorTalent
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