Tameside and Glossop's successful maternity event
Continuing their 12 month collaboration with Just R, Tameside and Glossop Integrated Care NHS Foundation Trust shifted their campaign focus to their award winning maternity services.
With the aim to recruit qualified, newly qualified and student midwives for an exciting face to face recruitment event! Following the success of our last recruitment event with Tameside, in recruiting 46 nurses to the trust, it seemed only natural to organise another event in the hope that midwives ‘pick their path’ within Tameside’s close-knit team.
The Challenge
With only 3 weeks to drive people to an in person event, the challenge was to create an engaging digital campaign to ensure that Tameside was a standout choice for a career, utilising their key USP’s to attract both passive and active candidates.
Tameside communicated that they had 10 vacancies open for midwives but it was also very important that Tameside’s current maternity staff felt involved in the process, shining a light on their hard work and dependability within the trust. And, in turn, driving retention as well as attracting new people to join the team.
At a time when news articles are stating that for every 30 qualifying midwives, 29 are leaving the profession, the campaign was vital in bringing solutions to the healthcare workforce crisis.
Total enquiries
Enquiries from Qualified Midwives
Enquiries from Student Midwives
Offered a job on the day!
Our Solution
To drive star candidates to Tameside and Glossop’s recruitment event, Just R ran a digital campaign across Facebook and Twitter to attract qualified and student midwives; we developed a specific midwifery campaign identity, focusing on inclusivity and diversity while showcasing what being a midwife at Tameside is really about! Our graphic designer and videographer worked together to create a video that incorporated both illustrated and real life midwives, including an adorable newborn baby! Have a look at our video below!
A strong UPS for Tameside was the opportunity for midwives to ‘pick their path’ within a range of areas and the opportunity to work alongside forward thinking specialist roles. We also thought it was important to shout about Tameside’s current team and the family feel of the service; across socials, we invited candidates to ‘meet our midwives’, posting videos and quotes from the midwifery team. We showcased why they love working at Tameside and why you should too, even shining a light on Tameside’s very own mother-daughter duo working together.
Creating an engaging candidate journey
After a candidate submitted an enquiry, our lovely candidate consultant team made contact with each candidate within 48 hours, asking values based questions to ensure we were attracting value aligned candidates to the trust. Star candidates would then be sent a short application form to complete, provided to the team at Tameside in preparation for interviews on the day! This soft touch approach proved a more attractive route for candidates, getting rid of long and complicated recruitment processes and keeping candidates engaged. This was especially valuable when attracting student midwives who are overwhelmed with options. Our soft touch approach helped us attract 31 student midwives!
Another way we kept candidates engaged was by inviting them to a Facebook event page once they were down to attend. This helped keep up momentum for the event and kept candidates in the loop with updates.
The Results
Our digital attraction campaign reached 196,169 people and 3341 engaged with it, creating a great buzz and awareness around the opportunities at Tameside and Glossop. After only 3 weeks, we had 77 enquiries, 15 of these were from Qualified Midwives and 31 from Student Midwives. On the day, an amazing 27 candidates attended the event and 18 of these were offered a job on the day! A brilliant result, surpassing the aim of 10 candidates converted! Do you need help shining a light on a specific department within your organisation? We can help.
