Royal Cornwall Hospitals NHS Trust Campaign Sees 240% Increase in Content Reach

Our recent urgent appeal to recruit staff during the Covid-19 pandemic for Royal Cornwall Hospitals saw a reach of 240% over what was expected.

The solution

The campaign, ran over a two-month period, received more than 100 enquiries.

A contributing factor was the higher number of targeted individuals, keen to adhere to the lockdown rules, spending more time online at home. As well as the interest of the audience to be at the forefront of breaking news.

These two factors are hugely advantageous for Trusts looking to hire passive job seekers, with specially-targeted audiences spending more and more time on social media.

In order to gain the most from the unique ability to capture a greater audience, we developed tailored content, branding and imagery to present to the audience.

What did the campaign focus on?

Over the course of 2 months, our team delivered more than 120 adverts promoting the unique benefits of working at the Trust, the opportunities available within the Theatres team, and the unique elements that the region has to offer its residents.

The campaign delivered targeted messages to a defined group of individuals who have been identified as being most likely to work within the Theatres environment.

As with all Just R campaigns, the content focused on telling the story of the organisation. To do this, we answered questions including, ‘Why should a qualified Nurse or ODP choose to work for Royal Cornwall?’ ‘What is the area like?’ And, ‘What type of people make up the teams?’

The end product gave the audience a true insight into working at the hospital, and drove them to enquire for further information.

This campaign followed the success of a similar campaign delivered for the Trust last year, and is evidence that digital solutions can provide sustainable, ongoing recruitment in the most challenging of circumstances.