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.