A recent campaign enabled the trust to offer 10 emergency department nurse jobs in a single day, an ‘overwhelming’ achievement for one of their harder to recruit to areas following a digital recruitment campaign with specialists Just R.

The campaign, which directed attention to the Trust’s Emergency Department through social media channels, reached more than a quarter of a million prospective candidates for the nursing roles.  

More than 120 enquiries were sent through to the Trust on the back of the campaign, which featured tailored content, video and imagery produced by the Just R team.

NNUH ED Case Study

The results, said Helen Dove, Recruitment Advisor at Norfolk & Norwich University Hospitals NHS Foundation Trust, have been ‘overwhelming’.

“Our Registered Nurse recruitment is up 55% against this time last year and we have managed to attract Nurses to Norwich who didn’t even know the city existed.”

“The service is also incredibly cost efficient especially when you consider how many people see our online posts. It feels like [Just R] are an extension to the recruitment team.”

NNUH NHS Foundation Trust has been working with Just R under the recruitment brand #TeamNNUH, and this summer focused the recruiting strategy on its Emergency Department, a fast-paced, high-pressure unit which like many of its NHS counterparts, has an ongoing need to fill nursing roles.

“We contacted Just R as they had previous experience working with the NHS and they have been fantastic. They understand the market when it comes to recruiting healthcare staff via social media and worked alongside us to make sure the message we wanted to deliver was both relevant and could reach the widest audience,” explained Helen Dove.

The Just R team worked closely with the Trust to define unique selling points of the department, the roles available and the audience the Trust needed to engage with. A photography shoot was arranged alongside a series of targeted adverts, GIFs, images and video content, positioned in front of a specifically-targeted audience on Instagram and Facebook.

Through the campaign, applicants were led to the NHS Jobs site, and after an initial screening process, were invited to a recruitment event which was successfully held on 15 September at the Trust, giving the candidates the opportunity to meet their prospective employers and colleagues in person.

After reaching more than 250,000 people via the social media channels, the campaign engaged with more than 9,000 people and generated 121 online enquiries. This resulted in 10 successful job offers being made to nurses to staff the #TeamNNUH Emergency Department.

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