Project Description
Campaign Background
South East Coast Ambulance Service NHS Foundation Trust is one of the biggest ambulance trusts in the UK covering 12 acute hospital trusts, four specialist and mental health trusts and 22 Clinical Commissioning Groups (CCGs).
Employing more than 4,000 people across 119 sites in Kent, Surrey and Sussex, serving a population of nearly 5 million people.
With almost 90 per cent of the Trusts workforce made up of operational staff caring for patients either face-to-face or over the phone at the emergency dispatch centre, the Trust required a recruitment marketing partner to create and manage a series of bespoke recruitment events to directly source and recruit nurses for their Emergency Operations Centres and 111 Contact Centre.
Campaign Overview
The Trust identified the United Arab Emirates 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 Abu Dhabi and Dubai.
HST developed a strategy and plan that included event management in the UAE such as venue selection and hire, developing advertising creative 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.
The campaign resulted in 405 nurses registering an expression of interest in working for the Trust with a total of 198 attending the two open days and 48 job offers being made.
£19.4m
The equivalent reduction in agency spend from directly employing 420 Nurses
Campaign Overview
The Trust identified the United Arab Emirates 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 Abu Dhabi and Dubai.
HST developed a strategy and plan that included event management in the UAE such as venue selection and hire, developing advertising creative 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.
The campaign resulted in 405 nurses registering an expression of interest in working for the Trust with a total of 198 attending the two open days and 48 job offers being made.
£19.4m
The equivalent reduction in agency spend from directly employing 420 Nurses
Campaign Key Statistics
405
The Number of Nurses that Registered to Attend the Recruitment Open Days using Facebook, Twitter, Instagram and LinkedIn to Advertise the Events
198
The Number of Nurses that Attended the Recruitment Open Days
48
The Number of Job Offers Made to Nurses that Attended the Events
Campaign Key Statistics
405
The Number of Nurses that Registered to Attend the Recruitment Open Days using Facebook, Twitter, Instagram and LinkedIn to Advertise the Events
198
The Number of Nurses that Attended the Recruitment Open Days
48
The Number of Job Offers Made to Nurses that Attended the Events
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