Project Description

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Campaign Background

Located in the County of Somerset in the South West of England, Somerset NHS Foundation Trust was formed when Somerset Partnership NHS Foundation Trust and Taunton and Somerset NHS Foundation Trust merged.

Employing over 9,000 people, the combined Trusts provide a wide range of integrated community health services including mental health, learning disability and acute clinical services.

The Trust was looking to recruit nurses across a range of specialities including Community Hospitals, Mental Health Inpatient and Acute Medical and Surgical.

The Trust required a recruitment marketing partner to create and manage a series of bespoke recruitment events to directly source and recruit newly qualified and experienced nurses.

Campaign Video

Campaign Overview

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.

£19.4m

The equivalent reduction in agency spend from directly employing 420 Nurses

Campaign Overview

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.

£19.4m

The equivalent reduction in agency spend from directly employing 420 Nurses

Campaign Key Statistics

10,027

The Number of Visitors to the Campaign Landing Page from Digital Advertising Campaigns across Facebook, Twitter, Instagram and LinkedIn.

1,306

The Number of Expressions of Interest to the Campaign Landing Page

224

The Number of Candidates Meeting the Trust’s Recruitment Criteria

Campaign Key Statistics

10,027

The Number of Visitors to the Campaign Landing Page from Digital Advertising Campaigns across Facebook, Twitter, Instagram and LinkedIn.

1,306

The Number of Expressions of Interest to the Campaign Landing Page

224

The Number of Candidates Meeting the Trust’s Recruitment Criteria

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Tel: + 44 203 574 4586
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Toronto Office
Tel: + 1 647 977 9442
Dublin Office
Tel: + 353 1 826 0692
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