Barts NHS Critical Care Recruitment

Crucial recruitment for Critical Care

Barts Health NHS Trust in London came to us for help to recruit nurses in their critical care departments in four of their hospitals ahead of a possible third Covid-19 wave.

Although part of the same Trust, each of the four hospitals had their own specialties, with unique team cultures and work opportunities, being situated in different areas of London. So, while we needed to ensure all recruitment advertising activity was aligned under one overarching umbrella campaign, it was also important to give each of the hospitals an opportunity to stand out and promote their unique EVPs.

Working closely with HR Business Partners from each hospital as well as their respective recruitment and comms teams, we were able to understand key employer propositions, challenges and rewards of working as a nurse in critical care. This insight enabled us to develop a campaign that provided candidates with a real feel of what life is like at each of the critical care departments.

Ensuring the campaign followed the existing employer brand, Shape Your Story, we created a one minute hero film, that showed a glimpse of each hospital and talked about the Trust as a whole. We also created four hub films, each with a more in-depth insight from the nurses that worked at each hospital, and their lives as critical care nurses.

We curated dedicated campaign pages within the Trusts main site, with the main call to action being for the campaign. It featured testimonials and commissioned campaign photography, as well as 360-virtual tours of the critical care facilities in each hospital.

The campaign was shared and promoted on Twitter, Facebook and Instagram, through targeted digital channels, as well as on the Royal College of Nursing, reaching nurses across the UK.