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

midwife recruitment image

Nottingham University Hospitals NHS Trust (NUH) came to Just R at the beginning of 2022, amidst a backdrop of public adversity and a critical shortage of midwives.

Understanding the sensitivity surrounding NUH Maternity Services, the challenge was to develop a bespoke Employer Brand which would give NUH Maternity Services the opportunity to celebrate their teams, gain a level of control over their narrative, and attract candidates ready to take on the challenge of being part of a transforming service.

The team were looking to recruit not only to midwifery posts, but to maternity care assistant, support worker and administration roles too.


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


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.


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

NUH Maternity Baby

NUH Maternity Text

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