Somerset Partnership NHS Foundation Trust

Recruiting for Nurses

Somerset Partnership NHS Foundation TrustRecruiting for Nurses

ObjectiveLike most NHS Trusts, Somerset Partnership NHS Foundation Trust was struggling to recruit Nurses, particularly Band 5 and Band 6. In a market with so many recruiters, Somerset knew it was important to stand out from the crowd and articulate a message to candidates that would resonate and help them understand why a career with them was worth investigating.

IdeaTo articulate a proposition which was authentic and would resonate with nurses, we spoke to existing nurses at Somerset to understand from them what they thought was unique and exciting about working there. Focus groups with current staff led us to understand that there is a history of innovation and ambition within Somerset. They have led the way in some key integrations, all of which have been driven from a patient centric focus and has created the culture of a ‘can do’ attitude. With patients in mind, nurses have a viewpoint that they will do what they can to make things happen for the patient. This focus led to TMP Worldwide creating a mantra for Somerset nurses; a pledge on behalf of the Trust as to what they want their nurses to do, focused around the 6 Cs.

The creative for the campaign was intentionally bold and striking, and the media choices a mix of traditional (Nursing Times, RCN Bulletin) and innovative (Google advertising, radio and outdoor). All activity sent candidates through to a microsite which gave candidates more information on the Trust, the service and the location, including a video which told candidates why they should consider Somerset in the words of the Head of Nursing and some current Somerset Nurses. The site was optimised so the experience was altered based on whether they were viewing on a mobile, tablet or desktop.

The trend setters, The go -getters,

compassionate, atinnov ors

The NATURAL LEADERSThe THRILL SEEKers,

The

caring, forward

thinkers

competent,The self starters

The ones with answers

The coura geous,

com municatinglife desirers

The committed,

es,our nurs

BRING IT ONAt Somerset Partnership NHS Trust we make it happen.

Whether it’s providing leading edge services to our community or outstanding training and development to our staff, our vision is to always

maximise potential. Our team and the Trust are built on ambition and as we continue to grow we’re looking for nurses to join our team and be a part

of something big. And that’s why we want you.

If you’ve got the passion, we want to hear from you.

To find out more, please visit www.SomParNursing.co.uk

TMP Worldwide, 265 Tottenham Court Road,

London W1T 7RQ | www.tmpw.co.uk

ImpactBy using a bold message and a mixture of media options, the campaign delivered 43,273 click throughs over a six week period which resulted in 44,928 page views on the microsite. The most cost effective media was Google Display Network which delivered a cost per click of £0.02. The optimised microsite became very well used as 95% of candidates viewed the site on a mobile or tablet. The campaign received 224 applications overall and they made 60 hires.