Overcoming Challenges to Increase Maternity Offers from 7 to 35 Within a 6 Week Period for NUH

Challenge

• Ongoing adverse national media attention
• Negative public perception of Trust and team culture
• Substantial vacancies across the service

XXXXx

Just R’s Solution

• Work with the existing team to develop an Employer Brand aligned to the vision of where the service needed to be.
• Reach passive candidates who were ready for a challenge through high impact digital marketing campaigns, with a nationwide audience.
• Design and build a dedicated Maternity careers microsite, providing a wealth of information on the service, opportunities and pathways for career development.
• Promote the introduction of recruitment events to inform candidates and drive applicant conversion.

XX

Campaign Highlights

• The campaign reached 5.86 million people.
• Successful offers rose from 7 to 35 within the 6 week period that the microsite launched and recruitment events were introduced – a 5 fold increase.
• A 50% increase was seen in direct Trac applications on launch of campaign microsite.
• An increase in staff engagement and morale within existing teams was reported.
• Offers made to at least 20 professionals directly through the campaign including:
  • 4 Qualified Midwives
  • 7 Student Midwives
  • 9 Maternity Care Assistants and Support Workers