Just R forecast >£1m ROI for Bradford Teaching Hospitals, versus costly recruitment alternatives

Employer Branding for Bradford Teaching Hospitals

In only 8 months (May-November 2022), Bradford Teaching Hospitals NHS Foundation Trust (BTH) received a total of 952 enquiries through the delivery of a high-impact, values-based digital attraction campaign. Just R has collaborated with BTH on several campaigns since 2020, focused on recruiting Nursing and Support staff to the Trust. 


  • To increase the number of permanent substantive Band 5 and HCSW appointments across the Trust
  • Reduce agency spend and reliance on temporary staff
  • Reach a wider community to encourage them to consider NHS careers

Just R’s Solution


Enquiries of interest


Enquiries from Qualified Nurses


Enquiries from HCSWs


Job offers to Nurses and HCSWs


  • 59 job offers
  • 952 enquiries of interest
    • 48 Qualified Nurses
    • 452 HCSW
  • Campaign Reach = 1.8 million
  • Refined Employer Brand and Value Proposition


With an estimated return on investment expected to exceed £1,070,000 after 12 months, the campaign has been a great success thus far, testament to the value in investing in a long-term, sustainable solution.

MAY 17 Assets12

MAY 17 Assets15

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Bradford Teaching Hospitals have accrued a talent pipeline inclusive of enquiries from: 48 Qualified Nurses; 137 Student Nurses; 7 Nurse Associates; plus 452 HCSW and new to care candidates, all in under 8 months.

The Trust has since made offers to 59 Nurses & HCSWs, bringing their estimated return on investment to £776,000 to date. This is projected to exceed £1,070,000 within 12 months when compared with alternative methods of recruitment.

We calculate savings by comparing the cost of candidates hired via our sustainable recruitment process, with the (lowest possible) cost of recruiting via agencies and internationally; shockingly huge numbers which are detailed in numerous reports*.

Additional to cost, the positive effects of growing substantive teams from within communities include: stability, morale, culture, team effectiveness and patient safety.


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