Instagram recruitment campaign for Norfolk and Norwich University Hospitals NHS FT

In the UK, are an estimated 24 million Instagram users and not only is the usage of the app constantly on the rise, it is clear that this social media channel is essential to target a younger demographic.

With this audience in mind, Instagram is the ideal place to digitally recruit the next generation of your Trust’s workforce. You’ll reach a passive audience of job seekers, with a brand new set of newly qualified nurses and other healthcare professionals joining on a near constant basis.

This year, Just R partnered with Norfolk & Norwich University Hospitals NHS FT (NNUH) on an Instagram campaign with the objective of making NNUH the first choice for newly qualified nurses, resulting in almost 3,000 accounts following the @choosennuh account within the first few months.

NNUH wanted to attract a demographic of newly qualified nurses from across the country, and showcase what the Trust, local region, and hospital teams could offer recent nursing graduates seeking their first job.

Ahead of the campaign launch, the Just R team met with various stakeholders at NNUH to get an idea of the target audience, generate content ideas, and form key messages and visuals which the team was then able to present through a brand new Instagram account set up specifically for the recruitment of this demographic.

Web Mock Ups

Just R then formed a creative-led Instagram campaign which positioned NNUH as the place to be for newly qualified nurses, targeting an audience of 18-25 year olds.

Utilising the Instagram channel, Just R’s striking imagery, videos and written content were used to promote the region, social activities, training and development offered by the Trust and unique opportunities available for staff at NNUH.

Followers and post viewers are encouraged to click through to the bespoke online enquiry form featured in the @choosennuh bio section, whereby student nurses can contact NNUH for further information on current vacancies.

2,923 followers

Results-Icons

Average reach of each post – 6,435

Results-Icons

450 likes per week

Within three months of launching the Instagram handle @choosennuh, the account has attracted an incredible 2,923 followers. Over the past five weeks (from 16 April to 21 May), the average reach of each post is 6,435 and our average interactions, including comments, likes and shares, have reached a fantastic 450 per week. Additionally, the campaign has generated a steady stream of applicants for nursing positions at NNUH, from not only across the UK, but as far afield as the USA.

Contact us below to discuss how Just R can help your Trust target the people that you need:








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You can change your mind at any time by clicking the unsubscribe link in the footer of any email you receive from us, or by contacting us directly. For more information about our privacy practices please see our Privacy Policy. By submitting this form, you agree that we may process your information in accordance with these terms. We use Campaign Monitor as our marketing automation platform. By submitting this form you also acknowledge that the information you provide will be transferred to Campaign Monitor for processing in accordance with their Privacy Policy and Terms.