Our video led recruitment campaign with LWAB saw almost 2,000 leads in two weeks, leading to 29 online enquiries.

The Just R team was approached by the West Yorkshire unit of the Local Workforce Action Board (LWAB) to create a recruitment campaign to raise awareness around its Operating Department Practitioner (ODP) role and encourage more trainees to enter into the profession.

Following a knowledge exchange session between the creative team at Just R and LWAB stakeholders including Huddersfield University, Harrogate and District NHS and Leeds Teaching Hospitals, the initial branding was developed. Just R created a video rich, two-week recruitment campaign focusing on the unique and underrepresented nature of the ODP role – with its defining features set as ‘The Most Rewarding Role You’ve Probably Never Heard Of’ and ‘The Heroes of Theatre’.

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These strong brand identities were then presented to focus groups from schools and colleges in the region to gain valuable feedback, and once the messages were approved, a video shoot was arranged to take place at Harrogate and District Hospitals.

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Our video message was truly brought to life with the real stories of our hospital staff, who shed light on the rewarding and challenging role of an ODP, giving viewers a real sense of the role they could begin working towards.  A pilot social media campaign featuring the live action video was then rolled out to local school leavers aged 16 – 20, who were deemed to be more inclined towards a career in healthcare. Viewers were given a clear call to action, encouraging them to contact the University of Huddersfield to find out more about study opportunities available.

In just a fortnight, the campaign was able to deliver the following results:

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Reaching 66,930 targeted individuals

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Engaging with 1,895

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Over 600 people visited the online landing page

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29 people registered their details to find out more about the course

Due to the success of the initial campaign, we are now planning follow up ODP campaigns to engage with a variety of different audiences. Additionally, we will now seek to raise the profiles of other areas of healthcare providers in the region with similarly creative and focused campaigns.

You can read more about the project in this Case Study from NHS Employers ›

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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.