The Trust identified Canada as a potential source market for recruiting overseas nurses and engaged HST to manage a series of employer-branded nursing recruitment open days on their behalf in Calgary and Toronto.
HST developed a strategy and plan that included event management in Canada such as venue selection and hire, developing advertising creative for the Canadian market alongside managing media planning and buying.
The campaign’s advertising creative included an event registration page using the Trust’s own employer brand, branded digital banners for search and social media advertising alongside a short recruitment video. HST’s event management services included venue selection and hire alongside event staff being present at the events to manage the build-up, registrations and break-down.
A total of 224 nurses registered an expression of interest in working for the Trust with 53 candidates attending the open days. A total of 37 job offers were made across the two open days and a further 25 candidates were shortlisted for Skype interviews.