If you have read the Healthcare Recruitment Drive article you’ll know that we have been busy with an NHS recruitment drive for Healthcare Assistants based at the Royal Shrewsbury and Princess Royal Hospitals. That worked so well that all placements were filled within days. Now, as any patient knows, when the medicine works you go back for more. So a healthy and happy client gave us a crack at a campaign to boost recruitment of qualified nurses. This was a little trickier as we were targeting distinct groups:
• Nurses wanting to return after a career break;
• Nurses commuting to hospitals outside the county;
• Nurses coming up to full qualification and looking for a first job.
Now that’s a lot of separately targeted messages to get into a 40 second radio ad, a set of associated posters and leaflets. Naturally we kept to the successful ‘split’ format and a strapline of Come Back to Nursing in Shropshire – and this time we got to feature a real nurse.
Did it work, well let’s see what the client had to say.
‘I just want to reiterate how incredibly impressed everyone has been with the materials:
• The materials were worthy of a national campaign;
• The posters and banners lifted the whole event;
• We’ve been involved in something that we’re incredibly proud of;
• Both David Wright MP and the mayor of Shrewsbury (who attended for photo ops) were amazingly impressed with the professionalism of the events (which the display materials made a significant contribution to).
Overall, the radio advertising for the HCAs was the major success. This hit our target audience right on the button, reaching them in ways that our traditional advertising and recruitment does not. The main lesson for us was that we weren’t quite ready for how successful it turned out to be!
With my kindest regards,
Adrian Osborne
Head of Communications and Business Development
The Shrewsbury and Telford Hospital NHS Trust’
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