As part of our on-going employer branding and recruitment work for University Hospitals Bristol & Weston NHS Foundation Trust, our brief was to help recruit clinical staff, including nurses and doctors for the Weston General Hospital site.
Weston General Hospital had been struggling to recruit clinical staff. While the pool of candidates in the Weston area wasn’t large enough, they were also finding it difficult to encourage applicants from the rest of UK to consider moving to Weston.
We developed a campaign that was aligned with the overarching recruitment brand for the Trust – Love Life, Love Bristol & Weston, focussing on life in Weston-super-Mare. Looking to attract candidates from bigger cities, who would relocate to the area, our aim was to position Weston as a destination to work and live. With a slower pace, better work-life balance for candidates with families, and a friendly, smaller hospital environment where you could be make a big difference, we were looking to make Weston General Hospital stand out, getting candidates interested and applying.
The films and campaign were fully aimed at showing Weston-super-Mare as a great place to live and work. The hero films were created from the point of view of different employees in Weston who had relocated, sharing their experiences. Shared and promoted on targeted social media channels as well as on relevant job boards (in the UK and overseas) the campaign drove a lot of traffic to the website and more applications for Weston General Hospital.
The campaign landing page provides comprehensive information about life in Weston – including support for spouses, housing information and the ‘sounds of Weston’ videos – which were also shared and promoted on social media, as part of a re-targeting campaign to those who had seen the hero film and content.
The Weston Nurse campaign reached over 50,000 people on Facebook and 4,900 views on YouTube. The Weston Doctor campaign reached over 25,000 people on Twitter and LinkedIn and had over 600 people visit the campaign landing page.