Creating a future-proofed recruitment strategy for Norfolk & Norwich University Hospitals NHS FT

NNUH Endoscopy
1.2m

People reached over 12 months

147k

People engaged with the campaign

565

Enquiries received over 12 months

106

Net increase of band 5 nurses

750k

Estimated reduction in agency spend across the 12 months

The challenge 

Let’s start at the beginning

The UK’s fifth largest acute trust, NNUH operates with a clear vision – to provide every patient with the care we want, for those we love the most.

When Just R was brought on board in 2018, NNUH was struggling to recruit nurses and doctors, and, crucially, persuading them to stay. Its rural location added an extra level of complexity.

Having worked with more than 30 Trusts across the country, our team quickly identified its recruitment pain points – and the solution. We aimed to solve not only its immediate staffing shortages, but refocused its recruitment strategy to take a more proactive approach.

Because of the Trust’s proactive recruitment strategy, when the Covid-19 pandemic hit the UK in March 2020, NNUH was well-placed to meet additional staffing requirements.

The solution

Like many other Trusts, NNUH focused solely on reactive recruitment.

It targeted active job seekers alone via traditional recruitment avenues and plugged gaps with temporary staffing – at significant cost to the Trust.

It was an approach that attracted a large number of transient staff, who weren’t committed to the Trust long-term and left after a short period of time. Retention was a significant issue.

Just R brought a new solution to the table – targeted digital recruitment using online advertising campaigns to reach hundreds more potential employees, including passive job seekers.

While it continued to attract and engage with active job seekers, Just R could build a future recruitment pipeline, allowing the Trust to manage need and ensure a range of skills.

It was also much more successful in reaching the right people, with the right attitude.

 

Employer Branding

We created a strong, identifiable recruitment brand that could be utilised for all departments across the Trust. It means the team stand apart from competitor organisations.

Recruitment Website

We developed a specific recruitment website that’s user friendly and engaging. It’s a tool that can be easily utilised to sell the organisation to potential candidates and make the application process as easy as possible. Head over to #TeamNNUH.

 

Social Media

We developed a plan for every department and focussed specifically on the audience that the Trust were trying to reach and over a 12 month period. Our solutions turned to topping up recruitment needs using this method.

Photography & Video

We worked with all departments across the Trust to develop engaging photography and video with the right messaging to reach passive job seekers and attract them to the organisation.

Quote

Neil Fisher, Recruitment Manager, Norfolk and Norwich University Hospitals NHS FT

"We have built a strong relationship with Just R over the years, which stood us in good stead when we needed to recruit quickly during the pandemic. The Norfolk needs you campaign was very successful and looped in seamlessly with our wider recruitment efforts, allowing us to find and hire the people we needed, when we needed them."

Quote