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NHS Careers Campaign 2005-07:Evaluation Report

CAMPAIGN SUMMARY:

NHS CAREERS 2005 - 07 CAMPAIGN EVALUATION (WAVES 1 – 4)

Campaign overview

• The NHS Careers campaign was launched in March 2006. The campaign aims to raise awareness of career opportunities within NHSScotland amongst adults in Scotland, encouraging them to consider a career within the organisation.

• There have been two campaign phases: a 2006 campaign ran over the period 6th March – 5th June 2006 and consisted of TV, cinema, radio and press advertising and was supported by online activity, outdoor advertising and PR. The second phase ran w/c 8th January – w/c 5th March 2007 and used a newly edited version of the 2006 TV commercial, "Pulse". This commercial sought to raise public awareness of the variety of NHSScotland careers on offer, and called for “more good people” to consider the value of becoming part of the NHS Workforce team. The TV was complemented by press, radio, cinema, online advertising and PR support.

• The following quantitative research was conducted to evaluate awareness and understanding of the two phases of advertising among the target audience (all adults living in Scotland):

o Wave 1: Conducted prior to any advertising taking place; o Wave 2: Conducted mid-way through the 2006 phase of the campaign;

o Wave 3: Conducted following the end of the 2006 phase;

o Wave 4: Conducted following the end of the 2007 phase and uses Wave 3 data to compare attitudes and awareness.

Highlights

• Despite a lower weighting of TV and radio during the 2007 phase of the campaign levels of spontaneous advertising awareness (prior to prompting) remained at similar levels between Waves 3 and 4 (34% at Wave 4 compared to 35% at Wave 3).

• Total reach of the campaign (i.e. the percentage of people who saw at least one element of the advertising) levelled at 66% of the population at Wave 4.

• There was a five percentage point increase in those strongly agreeing with the statement “There are lots of opportunities for people from a wide variety of backgrounds” following the 2007 advertising, which reflects a shift in emphasis towards communicating a careers message rather than driving a recruitment message about immediate vacancies.

• A six percentage point increase in those strongly agreeing with the statement “I would know how to find out about careers within NHSScotland” was also noted, which implies the campaign communicated strongly on both of these points.

• Similarly, there was a thirteen percentage point increase in the levels of disagreement with a campaign message that “the NHS mainly recruits people who are medically trained”.

Implications

• The core campaign messages were communicated well and awareness remained fairly constant. This is positive considering the lower TV and radio spend during the 2007 phase and the fact the campaign had resumed after a long period off-air. Attitudes towards NHSCareers remained generally favourable, as at Wave 3, and significantly more so amongst those who had seen the campaign previously. This clearly demonstrates the effectiveness of the communications.

NHS CAREERS 2005-07 CAMPAIGN EVALUATION REPORT

TNS System Three 158412

Scottish Executive Social Research 2007

This report is a web only publication. It is available on the ScottishExecutive Social Research website www.scotland.gov.uk/socialresearch.

© Crown Copyright 2007Limited extracts from the text may be produced provided the sourceis acknowledged. For more extensive reproduction, please write to

the Chief Researcher at Office of Chief Researcher,4th Floor West Rear, St Andrew’s House, Edinburgh EH1 3DG

The views expressed in this report are those of the researcher anddo not necessarily represent those of the Department or

Scottish Ministers.

CONTENTS

EXECUTIVE SUMMARY.................................................................................................................................. 1

CHAPTER ONE BACKGROUND AND METHOD..................................................................................... 5

CHAPTER TWO MAIN FINDINGS ............................................................................................................. 8 ADVERTISING AWARENESS .............................................................................................................................. 8 APPEAL OF CAREERS IN NHS SCOTLAND ....................................................................................................... 14 ATTITUDES TOWARDS CAREERS IN NHS SCOTLAND ...................................................................................... 17

CHAPTER THREE CONCLUSIONS............................................................................................................... 21

APPENDIX 1 POST-CAMPAIGN QUESTIONNAIRE ......................................................................... 22

EXECUTIVE SUMMARY Background

• While staffing levels have risen consistently across NHS Scotland in recent years, vacancies remain across a range of occupations and grades. It is acknowledged that the adverse publicity which the NHS attracts can be counter-productive for recruitment by discouraging people from considering a job or career within the service. Against this background, a new advertising campaign was developed in 2006 by the Scottish Executive with the express purpose of encouraging the Scottish public to give more active consideration to a career in the NHS in Scotland;

• The initial advertising campaign was run in the first half of 2006, with further

advertising run in early 2007;

• The 2006 campaign ran over the period 6th March – w/c 29th May 2006. The main activity consisted of TV, cinema, radio and press advertising and was supported by online activity and outdoor advertising. For the early 2007 phase of the campaign, which ran from w/c 8th January – w/c 26th February, the TV advertising was similar to the 2006 advertising, with the main differences being in the images shown. The radio advertising was also broadly the same in its approach. The print adverts however were new. The focus of the 2007 phase of the campaign was shifted slightly to emphasise the variety of different roles which make up the teams delivering NHS Scotland services, rather than promoting particular specialties..

• The Scottish Executive Office of Chief Researcher (OCR) commissioned TNS System Three to conduct research to gauge awareness of and attitudes towards the NHS Careers campaign (both the 2006 and 2007 phases) over time. The TNS System Three CAPI (Computer Assisted Personal Interviewing) omnibus, Scottish Opinion Survey (SOS), was used to collect quantitative data;

• The research was conducted over four waves. Wave 1 acted as a benchmark stage of

research and was conducted over the period 26th January – 1st February 2006 prior to any advertising taking place. Wave 2 was conducted mid-campaign over the period 27th April – 2nd May 2006, Wave 3 was conducted post-advertising over the period 25th - 30th May 2006, whilst the latest wave, Wave 4, was conducted post-advertising to evaluate the 2007 phase between 22nd – 27th February 2007.

• A number of points should be borne in mind when reviewing these results. Firstly, in

order to effectively evaluate all media in the campaign, Wave 4 research took place several weeks after the 2007 TV advertising campaign had finished. This compares to the Wave 2 research which took place mid-campaign in 2006 and Wave 3 which took place directly after the 2006 TV campaign ended. There was also a considerably lower spend on TV during the 2007 phase of the campaign, meaning that the target audience had fewer opportunities to see the campaign compared to previous waves. Similarly, there was slightly lower spend and coverage on the radio and press adverts at the 2007 phase.

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Main findings

• Spontaneous advertising awareness rose by 6 percentage points from 30% at Wave 1 (pre 2006) to 36% at Wave 2 (mid 2006) and then stabilised at around this level at 35% at Wave 3 (post 2006) and at 34% at Wave 4 (post 2007);

• The main source of recall for advertising at Waves 2, 3 and 4 was TV, which 27%,

21% and 20% of respondents respectively recalled at each wave;

• Recall from the TV advert increased across waves 2, 3 and 4 with 52% of those who had seen a TV advert recalling an aspect of the NHS Careers campaign at Wave 4, 51% at Wave 3 and 38% at Wave 2;

• Reflecting the change in emphasis of the 2007 campaign, at Wave 4 respondents

were more likely to recall content regarding the variety of the types of jobs available in the NHS (29%) rather than individual job specialties.

• Amongst those who recalled having seen or heard any advertising for NHS Scotland,

there was a significant increase between Waves 2 and 3 in terms of those able to recall a main message of the NHS Careers advertising in particular (by 27 percentage points from 33% to 60%). There was however a slight fall off in main message recall at Wave 4 (54%), although this remains higher than the level recorded at Wave 2;

• When prompted with the adverts, at Wave 2, 44% recalled the TV advert, a level

which increased by 7 percentage points to 51% at Wave 3. Although at Wave 4, recognition dropped to 47%, the lag between the TV advert appearing on TV and the research being conducted, as well as the lower spend, should be borne in mind;

• When prompted with the press adverts, 22% were able to recall at least one of the

four press adverts at Wave 3 whilst 17% recalled having seen at least one of the two press adverts at Wave 4;

• Thirty-five percent of respondents recalled having heard the radio advert at each of

Waves 3 and 4;

• Total reach of the campaign - that is, those who recalled having seen or heard at least one advert in the campaign - was 71% at Wave 3 and 66% at Wave 4, both of which, in TNS System Three’s experience, are high levels;

• There was a high level of agreement at both Waves 3 and 4 with a number of

statements relating to the campaign: Three-quarters (75% and 74% respectively) agreed that The

advertising gives a positive impression of NHS Scotland as somewhere to work;

Two-thirds (66% and 63%) agreed that Seeing the advertising has given me a clearer picture about the different types of job available within NHS Scotland;

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64% and 63% respectively agreed that If I was looking for a career change the advertising would encourage me to find out more;

Around half (49% and 50% respectively) agreed with the statements If I was looking for a career change I would be more likely to consider opportunities within NHS Scotland as a result of the advertising and The advertising told me something new about NHS Scotland (49% and 48% respectively).

• When asked how appealing they thought a career with NHS Scotland would be, the

level of appeal increased significantly between Waves 1 and 3 and remained consistent at Wave 4. Specifically, 17% thought it would be a very appealing career at waves 3 and 4, an increase of 5 percentage points from Wave 1 (12%). Indeed, amongst those who are currently not working but are likely to seek work within the next 12 months (a key target group for the campaign), there was an increase from 52% to 68% between Waves 1 and 3, and a level of 64% recorded at Wave 4 in terms of those regarding NHS in Scotland as an appealing career;

• When respondents were prompted with a number of statements relating to NHS

Scotland at waves 1, 3 and 4, the results, on the whole, were very positive. However, it should be noted that, as this is still an early stage in the NHS Careers campaign, sharp increases in agreement with statements are not to be expected. On the whole, the levels recorded at Wave 3 were, at worst, sustained at Wave 4 and in a number of statements, increases in agreement were recorded. Significant movements on those agreeing strongly were recorded on the following:

I would know how to find out about careers in NHS Scotland (from

29% at Wave 1 to 33% at Wave 3 and 39% at Wave 4); There are lots of opportunities in NHS Scotland for people from a

wide variety of backgrounds (from 32% at Wave 3 to 37% at Wave 4);

NHS Scotland is providing more and more of its services to people in the community (from 13% at Wave 1 to 19% at Wave 3 and 23% at Wave 4);

One significant movement was also recorded in disagreement at Wave 4:

The NHS mainly recruits people who are medically trained (disagreement increased from 39% at Wave 1 to 41% at Wave 3 and 54% at Wave 4);

• On the remaining statements, the levels recorded at Wave 3 were sustained at Wave

4: Working in the NHS is an attractive career option (from 54%

agreement at Wave 1 to 57% at Waves 3 and 4); I feel proud of NHS Scotland (from 49% agreement at Wave 1 to 57%

at Waves 3 and 4);

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NHS Scotland is modern and forward-looking in its approach to providing patient care (from 53% agreement at Wave 1 to 61% at Wave 3 and 60% at Wave 4);

I would encourage someone I know to work for NHS Scotland (agree strongly increased from 17% at Wave 1 to 25% at Wave 3 and 23% at Wave 4);

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• Those who had seen or heard an advert in the campaign were more positive in their

attitudes towards NHS Scotland at both Waves 3 and 4. On a number of statements they were in fact significantly more positive. There are indications therefore that the campaign has had some effect in bringing about the changes in attitudes recorded.

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CHAPTER ONE BACKGROUND AND METHOD

1.1 While staffing levels have risen consistently across NHS Scotland in recent years, vacancies remain across a range of occupations and grades. It is acknowledged that the adverse publicity which the NHS attracts can be counter-productive for recruitment by discouraging people from considering a job or career within the service. Against this background, a new advertising campaign was developed by the Scottish Executive with the express purpose of encouraging the Scottish public to give more active consideration to a career in the NHS in Scotland.

1.2 The initial advertising campaign was run in the first half of 2006, with further advertising run in early 2007. 1.3 The 2006 campaign ran over the period 6th March – w/c 29th May 2006. The main activity consisted of TV, cinema, radio and press advertising and was supported by online activity and bus advertising. For the early 2007 phase of the campaign, which ran from w/c 8th January – w/c 26th February, the TV and radio advertising was similar to the 2006 advertising, with the main differences in the careers featured. The print adverts however were new. The focus of the 2007 phase of the campaign was shifted slightly to give more weight to the NHS being a place where all roles play a part in the overall success of the NHS rather than focusing heavily on recruitment per se. 1.4 The Scottish Executive Office of Chief Researcher (OCR) commissioned TNS System Three to conduct research to gauge awareness of and attitudes towards the NHS Careers campaign over time. The TNS System Three CAPI (Computer Assisted Personal Interviewing) omnibus, Scottish Opinion Survey (SOS), was used to collect quantitative data. 1.5 The research was conducted over four waves. Wave 1 acted as a benchmark stage of research and was conducted over the period 26th January – 1st February 2006 prior to any advertising taking place. Wave 2 was conducted mid-campaign over the period 27th April – 2nd May 2006, to provide an early indication of initial campaign impact. Wave 3 was conducted post-advertising over the period 25th - 30th May 2006, whilst the latest wave, Wave 4 was conducted following the 2007 campaign over the period 22nd – 27th February 2007. 1.6 The specific objectives for the research were to:

• measure campaign awareness among the target audience (spontaneous and prompted with the use of stimuli) after the campaign;

• measure the effectiveness of the campaign in terms of clarity of message and relevance;

• measure the campaign’s ability to encourage the target audience to consider job and career opportunities within the NHS in Scotland;

• measure the effectiveness of the campaign in portraying NHS careers in a light that is both positive and motivating to the general public;

• compare these findings across all four waves where applicable and in particular compare the effectiveness of the 2006 and 2007 advertising campaigns.

1.7 At each wave, a sample of c.1000 adults aged 16 and over was interviewed in-home in 42-43 sampling points throughout Scotland. To ensure that the sample was representative of

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Scotland’s adult population in terms of age, sex and socio-economic group (SEG)1, it was weighted to match population estimates from the National Readership Survey (NRS) of January – December 2004. The weighted sample profile is shown in Table 1.1.

1.8 Weighting is often used in surveys to adjust data so that the people interviewed are a truly representative sample of the population, or to correct any slight under/over representations that can occur during sampling. In this case, to allow the results of each stage to be directly comparable and to remove any possibility that the variation in profile was influencing any changes in findings, the sample was weighted by demographics to match NRS estimations of Scotland’s population profile (see above).

Table 1.1 - Sample profile Base: All respondents at each wave (%)

Weighted SEX: Male 48

Female 52

AGE 16 – 24 15

25 – 34 17

35 – 44 18

45 – 54 18

55 – 64 14

65+ 19

SEG: AB 20

C1 28

C2 21

DE 31 Notes on report 1.9 This report presents the findings for the sample as a whole. Sub-groups of the sample, such as different age groups, social classes, working status, geographical regions2 and sex are separated out in the data tabulations. The main findings are summarised in the next chapter. Significant findings for sub-groups are noted where appropriate.

1 The standard six social grades, commonly used in research, are based on the current or previous occupation of the chief income earner in the household. AB includes higher and intermediate managerial, administrative and professional occupations, C1 includes supervisory or clerical, and junior managerial, administrative or professional occupations, C2 includes skilled manual workers whilst DE includes semi and unskilled occupations, state pensioners and the long-term unemployed. 2 Geographic regions are defined by the constituencies in which interviews were conducted. Each constituency is then assigned into one of 4 broad geographic areas: north, south, east or west.

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1.10 Throughout the report, the figures referred to are weighted figures. Where significant results are referred to within the report, these are significant at the 95% confidence level or above. All other differences noted are not statistically significant. 1.11 Where “*” appears in the report and data tables, this represents a percentage greater than zero but less than 0.5%.

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CHAPTER TWO MAIN FINDINGS 2.1 The main findings from the four waves of research are summarised below. Where possible, results are compared across all four waves of research. However, not all questions were asked at each wave as Wave 2 was conducted mid-campaign and fewer questions were asked. As a result of not all questions being asked at each wave, comparisons cannot always be made across all waves. 2.2 A number of points should be borne in mind when reviewing these results. Firstly, in order to effectively evaluate all media in the 2007 campaign (TV, radio and press), Wave 4 research took place several weeks after the 2007 TV advertising campaign had finished. This compares to the Wave 2 research which took place mid-campaign in 2006 and Wave 3 which took place directly after the 2006 TV campaign ended. There was also a considerably lower spend on TV during the 2007 phase of the campaign, meaning that the target audience had fewer opportunities to see the campaign at all compared to previous waves and a lower proportion of the target audience had an opportunity to see the TV advert 3 or more times. Similarly, there was slightly lower spend and coverage on the radio and press adverts. Advertising awareness 2.3 Although the questions on advertising were asked after the attitudinal data were collected to avoid prompting, the advertising-related findings are presented first in the report to enable any developments on these measures of opinion to be assessed against the background of advertising awareness levels. Spontaneous recall 2.4 When asked whether they had seen or heard any advertising relating to NHS Scotland at all recently (apart from adverts for specific jobs in newspapers) awareness increased from 30% at Wave 1 (prior to the campaign launch) to 36% at Wave 2 (mid campaign), with a similar number of respondents, 35%, recalling having seen or heard advertising at Wave 3 (post campaign). At Wave 4, following the 2007 activity, the level was maintained at a similar level, 34%. In TNS System Three’s experience, these are reasonable levels for a careers campaign which, in essence, is not targeted at everyone within the population. 2.5 At Waves 2, 3 and 4 respondents were then asked where they recalled having seen or heard advertising relating to NHS Scotland. Figure 2.1 shows the results on this measure.

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Figure 2.1 – Sources of advertising/publicity Base: All respondents: W2 (1033); W3 (1077); W4 (1007)

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Poster (any)

Radio

Newspapers

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W2W3W4

(%)

2.6 The main source of advertising at all 3 waves was TV which 27%, 21% and 20% of respondents mentioned respectively. It should be borne in mind that at the time of conducting the Wave 2 research, there had been a recent NHS 24 Easter campaign advert on TV, as well as the Smoking in Public Places advert prior to the smoking ban, thus contributing to the higher level of recall at Wave 2 than at Waves 3 and 4. Newspapers were mentioned by around one in ten at each wave (10%, 9% and 10% respectively), whilst radio was mentioned by 6%, 5% and 4% respectively. 2.7 Those who recalled having seen advertising on TV were then asked what they recalled having seen. The results to this measure are shown in Figure 2.2 overleaf.

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Figure 2.2 – Content recall of TV adverts Base: All who recall TV advertising for NHS Scotland: W2 (272); W3 (224); W4 (189)

21019- Recruiting for staff

793- Recruiting for nurses/ nurse in a blue uniform

13n/an/aAny mentions of other health/NHS campaigns

272725Don’t know

n/a17Any mentions Smoking in Public Places campaignn/a48Any mentions Easter campaign

461- Good career/ good place to work6116- Not all NHS workers are in hospital – mostly in community

29139- Showing all types of work from the NHS (e.g. radiographers)525138Any mentions Careers campaign%%%

W4W3W2

21019- Recruiting for staff

793- Recruiting for nurses/ nurse in a blue uniform

13n/an/aAny mentions of other health/NHS campaigns

272725Don’t know

n/a17Any mentions Smoking in Public Places campaignn/a48Any mentions Easter campaign

461- Good career/ good place to work6116- Not all NHS workers are in hospital – mostly in community

29139- Showing all types of work from the NHS (e.g. radiographers)525138Any mentions Careers campaign%%%

W4W3W2

2.8 There was an increase across Waves 2, 3 and 4 in those recalling aspects which can be directly attributed to the NHS Careers campaign (from 38% to 51% and 52%). The actual detail recalled was more descriptive at Wave 3 than at Wave 2 suggesting that messages started to resonate more with respondents over time. Specific increases of note between Waves 2 and 3 were, Not all NHS workers are in hospital – mostly in community (from 6% to 11%) and Good career/good place to work which increased from 1% to 6%. 2.9 Reflecting the change in emphasis of the campaign at Wave 4, which was more focused on the variety of jobs in the NHS and the contribution that all of these make, aspects such as Showing all types of work from the NHS (e.g. radiographers) continued to increase, from 9% at Wave 2 to 13% at Wave 3 and 29% at Wave 4. At the same time, Recruiting for staff decreased from 19% at Wave 2 to 10% at Wave 3 and 2% at Wave 4. This would indicate that in line with the strategy of the new campaign, variety is being communicated to the public whilst the recruitment message per se is diminishing. 2.10 In addition to being asked to describe the advertising, those who recalled having seen any advertising for NHS Scotland were asked what they thought the main message of the advertising was. This question was asked spontaneously. Results to this measure are shown in Figure 2.3.

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Figure 2.3 – Main message of advertising seen for NHS Scotland Base: All who have seen/heard advertising for NHS Scotland: W2 (367); W3 (348); W4 (320)

n/a411Any mentions specific health message8n/an/aAny mentions of other health/NHS campaigns

252427Don’t know

n/a19Any mentions Easter campaign

36-- Looking for people to work in the community771- Get a good career in the NHS673- Trying to recruit nurses

1043- Telling you they require people with different skills785- Trying to recruit people from different walks of life

232919- Jobs available in the NHS546033Any mentions Careers campaign%%%

W4W3W2

n/a411Any mentions specific health message8n/an/aAny mentions of other health/NHS campaigns

252427Don’t know

n/a19Any mentions Easter campaign

36-- Looking for people to work in the community771- Get a good career in the NHS673- Trying to recruit nurses

1043- Telling you they require people with different skills785- Trying to recruit people from different walks of life

232919- Jobs available in the NHS546033Any mentions Careers campaign%%%

W4W3W2

2.11 There was a significant increase in those able to describe a main message which linked directly to the NHS Careers campaign across Waves 2 and 3, increasing by 27 percentage points from 33% to 60%. At Wave 4 however, there was a slight fall off, to 54%. The main increases across Waves 2 and 3 were Jobs available in the NHS (10 percentage point increase from 19% to 29%), Get a good career in the NHS (6 percentage point increase from 1% to 7%) and Looking for people to work in the community (6 percentage point increase from 0% to 6%). 2.12 The main changes in messages recalled at Wave 4 again tied in with the revised strategy of the campaign. Although almost a quarter of respondents (23%) mentioned the message of Jobs available in the NHS, this was lower than the previous wave. However, the key message of the latest campaign, Telling you they require people with different skills increased from 4% at Wave 3 to 10% at Wave 4. In addition, the levels of those stating that Trying to recruit people from different walks of life and Get a good career in the NHS were sustained at 7% at the latest wave. 2.13 When the results are recalculated in order to look at the total sample there is a significant increase between Waves 2 and 3 in terms of accurate message recall. Specifically, 21% of all respondents mentioned a main message of the Careers campaign at Wave 3 compared to 12% at Wave 2 (a 9 percentage point increase over the two waves). Although there was a slight fall off at Wave 4 to 18%, this indicates that the campaign has indeed played a role in increasing awareness of the messages amongst the population of Scotland. Prompted awareness 2.14 Once respondents had been asked spontaneously about the advertising, they were then prompted with a number of the adverts used in the campaign. Firstly, they were played the TV advert used at each wave in full and asked whether they recalled having seen it. At Wave 2, 44% claimed to have seen it, and this level increased to 51% at Wave 3. Although at Wave

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4 this level dropped back slightly to 47%, this will be at least in part be due to both the lag between the TV campaign coming off air and the research being conducted, and also the lower spend of the TV advert in 2007 compared to 2006. Generally, these are good levels of awareness for a new campaign. 2.15 Demographically, at Wave 4, there was very little difference in advert recognition between those currently not working who are likely to seek work in the next 12 months and those who are not (49% compared to 47%). However, there were some key demographic differences. Specifically, 35-54 year olds were significantly more likely than the other age groups to have seen the advert (55% compared to 45% of 16-34 year olds and 42% of those aged 55+). Also, those respondents of the lower social classes of C2DE were more likely to have seen the TV advert compared to those of social classes ABC1 (51% compared to 44%). 2.16 After being played the TV advert, respondents at Wave 3 and Wave 4 were then shown press adverts used in the campaign and asked whether they recalled having seen them. At Wave 3, four adverts were shown to respondents whilst at Wave 4, they were shown the two new press adverts. At Wave 3, overall, just over a fifth (22%) of respondents recalled having seen at least one of the adverts. The Dental advert had the highest level of reach (16%), followed by Art Therapists (7%), Cleaner (6%) and Fire Safety (5%). The Dental advert however was shown not only in press but also on buses which may explain its higher level of familiarity. 2.17 At Wave 4, the adverts changed and respondents were shown two new press adverts – Maternity and Cancer. Overall, 14% claimed to have seen Cancer whilst 10% claimed to have seen Maternity. At a total level, 17% claimed to have seen at least one of the two adverts. Again, the lower spend for the press adverts in 2007 compared to 2006 should be borne in mind when comparing these results. 2.18 When played the radio adverts at Wave 3 and Wave 4, 35% at each wave recalled having heard it, a level which is very high for a radio advert in TNS System Three’s experience, especially for a new campaign. 2.19 When all of the individual awareness figures for each medium are combined, a level known as Total reach can be obtained. This figure is effectively those who recall at least one element of the campaign. The total reach for the NHS Careers campaign was 71% at Wave 3 and 66% at Wave 4. Despite the slight decrease between Waves 3 and 43, in TNS System Three’s experience of monitoring advertising campaigns, these are both high levels. The fact that this level is so high shows the contribution different media used within the campaign have had. Often in advertising research, the total reach figure and the TV reach figure are very similar, which would indicate that TV is playing a key role. However, in this instance there are clearly other media contributing to the total reach. 2.20 At each wave, there was virtually no difference in total reach between those who claimed they may seek a job in the next 12 months and those who did not. Although the level of total reach was correlated with age at Wave 3 (74% amongst those aged 16-34, 72% amongst those aged 35-54 and 66% amongst those aged 55+), this was not the case at Wave

3 The lag between the TV and radio campaigns ending and the research being conducted, along with the lower spend in 2007 should be borne in mind.

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4. As was the case with the TV advert reach at Wave 4, total reach was also higher amongst those aged 35-54 (75%), compared to 70% of those aged 16-34 and 55% of those aged 55+. ATTITUDES TOWARDS ADVERTISING 2.21 At Waves 3 and 4, respondents were read five statements and asked, as a result of the advertising, how much they agreed or disagreed with each one. The results are shown in Figures 2.4 and 2.5.

Figure 2.4 – Attitudes towards advertising – Wave 4 Base: All respondents: W4 (1007)

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Agree strongly (+2) Agree slightly (+1) Neither/nor (0) Disagree slightly (-1) Disagree strongly (-2)

If I was looking for a career changeI would be more likely to consideropportunities within the NHS as a

result of the advertising

Seeing the advertising has givenme a clearer picture about the

different types of jobs available withinNHS Scotland

The advertising gives a positiveimpression of NHS Scotland as

somewhere to work

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If I was looking for a career changeI would be more likely to consideropportunities within the NHS as a

result of the advertising

Seeing the advertising has givenme a clearer picture about the

different types of jobs available withinNHS Scotland

The advertising gives a positiveimpression of NHS Scotland as

somewhere to work

2.22 Impressions of the advertising were positive at both Waves 3 and 4. Specifically, around half of respondents at each wave (49% and 50% respectively) agreed (that is, either agreed strongly or agreed slightly) that If I was looking for a career change I would be more likely to consider opportunities within the NHS as a result of the advertising. An even higher percentage at each wave (66% and 63%) agreed with the statement Seeing the advertising has given me a clearer picture about the different types of jobs available within NHS Scotland. The advertising also appears to be projecting a positive image of the NHS, with around three-quarters of respondents (75% and 74% respectively) agreeing that The advertising gives a positive impression of NHS Scotland as somewhere to work.

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Figure 2.5 – Attitudes towards advertising – Wave 4 Base: All respondents: W4 (1007)

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The advertising told me somethingnew about NHS Scotland

If I was looking for a career changethe advertising would encourage

me to find out more

2.23 For the remaining two statements relating to the advertising, there was also very little movement between waves 3 and 4, with the positive impressions being confirmed. Almost half of respondents (49% and 48% respectively) agreed that The advertising told me something new about NHS Scotland which is particularly encouraging at Wave 4 as the campaign is no longer ‘new’ but respondents continue to take out new information. Just under two-thirds at each wave (64% and 63% respectively) agreed that If I was looking for a career change the advertising would encourage me to find out more. 2.24 When all of the statements shown in Figures 2.4 and 2.5 are looked at amongst those who may look for work in the next 12 months, this group was more positive on all statements. Indeed, they were significantly more positive on all statements with the exception of Seeing the advertising has given me a clearer picture about the different types of jobs available within NHS Scotland. Clearly therefore, the campaign is working particularly in imbuing these impressions amongst the key target group. 2.25 In addition, amongst those who claimed to have seen or heard before any of the advertising used in the campaign at Wave 4, results were significantly more positive on all statements. The fact that prior exposure resulted in more positive attitudes clearly indicates the effectiveness of the campaign in its communication. Appeal of careers in NHS Scotland 2.26 At Waves 1, 3 and 4, in order to gauge the appeal of a career in NHS Scotland, respondents were asked how appealing they thought this and four other careers would be.

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Figure 2.6 – Appeal of careers in Scotland – NHS Base: All respondents: W1 (1009); W3 (1077); W4 (1007)

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Very appea ling (+2 )

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%

2.27 There was a significant increase in those regarding NHS Scotland as an appealing career across Waves 1 and 3, and this level was sustained at Wave 4. Specifically, 54% regarded it as an appealing career at Wave 1 whilst 60% regarded it as appealing at Waves 3 and 4. Indeed, those regarding it as very appealing increased by 5% points from 12% to 17% from Wave 1 to Waves 3 and 4. Amongst those who are currently not working but are likely to seek work within the next 12 months (a key target group for the campaign), there was an increase from 52% to 68% between Waves 1 and 3 in terms of those regarding NHS in Scotland as an appealing career. Although there was a slight decrease in this group at Wave 4 (64%), this is nonetheless a high level. Indeed, the level of those finding a career in NHS Scotland appealing amongst this target group was 4 percentage points higher than the population as a whole at Wave 4. These results indicate that there has been a real increase in the perceived appeal of NHS Scotland for a career following on from advertising, particularly amongst the key target group of those not working but are likely to seek work within the next 12 months. 2.28 Indeed, when these results are looked at between those who claimed to have seen or heard an advert at Wave 4 and those who had not, those who had seen/heard an advert were more likely to find a career in the NHS appealing (61% compared to 54%), demonstrating the impact of the campaign on attitudes. 2.29 In order to put the results into context with other careers, Figures 2.7 and 2.8 overleaf show the results for NHS Scotland against other public sector employers. There was in fact very little movement in the appeal of, for example, teaching or police across the waves suggesting that more positive attitudes towards NHS Scotland may not be explained by raised public perceptions towards employers in general.

16

Figure 2.7 – Appeal of careers in Scotland Base: All respondents: W1 (1009); W3 (1077); W4 (1007)

18 20 19 20 23 2012 15 14

26 29 24 2934 24 26

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Figure 2.8 – Appeal of careers in Scotland Base: All respondents: W1 (1009); W3 (1077); W4 (1007)

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%

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2.30 To summarise Figures 2.7 and 2.8, NHS Scotland continues to be the most appealing career of those benchmarked within the research.

17

Attitudes towards careers in NHS Scotland 2.31 At Waves 1, 3 and 4, respondents were read out a number of statements about careers in NHS Scotland and asked to state how much they agreed or disagreed with each one. The paragraphs which follow show these results. It should be borne in mind whilst looking at these results that, following a relatively new advertising campaign, sharp increases in agreement with statements are not to be expected. Instead, at this early stage in the NHS Careers campaign, directional changes will be key.

Figure 2.9 – Attitudes towards NHS Scotland – Level of Agreement Base: All respondents: W1 (1009); W3 (1077); W4 (1007)

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There are lots of opportunities in NHS Scotland for people from a

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Working in the NHS is anattractive career option

I would consider working for NHS Scotland if there was a position

available which matched my skills

2.32 On the whole, across all statements tested, there were, at worst, sustained levels between Waves 3 and 4 and in a number of instances, there were in fact improvements over time. 2.33 Over time, there has been a gradual increase across the three waves in those agreeing (75%, 76% and 78% respectively) that There are lots of opportunities in NHS Scotland for people from a wide variety of backgrounds. More importantly, there was a significant increase in those agreeing strongly with this statement at Wave 4 (from 32% at Wave 3 to 37% at Wave 4). Over half of respondents (54%, 57% and 57% respectively) agreed with the statement Working in the NHS is an attractive career option, whilst around three-fifths (58%, 59% and 57%) agreed with the statement I would consider working for NHS Scotland if there was a position available which matched my skills.

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Figure 2.10 – Attitudes towards NHS Scotland - Agreement Base: All respondents: W1 (1009); W3 (1077); W4 (1007)

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I would know how to find out about careers with NHS Scotland

I would encourage someone I know to work for NHS Scotland

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The NHS mainly recruits peoplewho are medically trained

I would know how to find out about careers with NHS Scotland

I would encourage someone I know to work for NHS Scotland

2.34 As Figure 2.10 shows, around two-fifths at Waves 1 and 3 (39% and 41% respectively) disagreed that the NHS mainly recruits people who are medically trained At Wave 4 however, there was a significant increase in those disagreeing with this statement (54%) indicating that the message that there is a diversity of jobs available within the NHS is now being communicated to respondents. Other positive movements were recorded on the statements I would know how to find out about careers in NHS Scotland, where there was a 4% increase from 29% to 33% in those agreeing strongly with this statement between Waves 1 and 3 and a significant increase in those agreeing strongly at Wave 4 (from 33% at Wave 3 to 39% at Wave 4). There was also a significant increase between Waves 1 and 3 in the number agreeing strongly with the statement I would encourage someone I know to work for NHS Scotland, which increased from 17% to 25% across the waves. This level was sustained at 23% at Wave 4.

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Figure 2.11 – Attitudes towards NHS Scotland - Agreement Base: All respondents: W1 (1009); W3 (1077); W4 (1007)

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NHS Scotland is providing more and more of its services to people in

their community

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NHS Scotland is modern and forward- looking in its approach to

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their community

2.35 There were also a number of positive movements in terms of those agreeing with the remaining statements (Figure 2.11). Specifically, there was a 4% increase between Waves 1 and 3 in those agreeing strongly that I feel proud of NHS Scotland (from 19% to 23%), and a further 2% gain at Wave 4 (25%). The fact that a quarter of respondents now agreed strongly that they feel proud of NHS Scotland is clearly a positive movement. There was also a 6% increase between Wave 1 and 3 in those agreeing strongly with the statement NHS Scotland is modern and forward-looking in its approach to providing patient care (from 13% to 19%), a level which was sustained at Wave 4. On the remaining statement, NHS Scotland is providing more and more of its services to people in their community there was a 6% increase in those agreeing strongly between Waves 1 and 3 and indeed, a further significant increase at Wave 4 (13% to 19% to 23%). Given that this is a key campaign message, it is positive to note the changes in agreement with this statement. 2.36 To demonstrate the effect advertising may have had on changing attitudes, Figures 2.12 and 2.13 which follow show the mean scores4 comparing the results amongst those who had and those who had not seen or heard advertising at Wave 4. When reading these charts, the further to the right the bar is, the higher the agreement and the further to the left, the higher the disagreement.

4 A mean score is calculated by attributing each point on the Agree/Disagree scale a score (+2 for Agree Strongly through to -2 for Disagree Strongly) and which is then applied to each respondent’s answer on the scale. The mean score is the average of the answers given by respondents.

20

Figure 2.12 – Attitudes towards NHS Scotland – Agreement – Wave 4 Base: All respondents: Wave 4

0.67

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Seen ads (654)Not seen ads (329)

Working in the NHS is an attractive career option*

There are a lot of opportunities in NHS Scotland forpeople from a wide variety of backgrounds

I would encourage someone I know to workfor NHS Scotland*

The NHS mainly recruits people who are medically trained*

I would consider working for NHS Scotland if there was a position available which matched my skills*

I would know how to find out about careers with NHS Scotland if I wanted to* 0.67

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Working in the NHS is an attractive career option*

There are a lot of opportunities in NHS Scotland forpeople from a wide variety of backgrounds

I would encourage someone I know to workfor NHS Scotland*

The NHS mainly recruits people who are medically trained*

I would consider working for NHS Scotland if there was a position available which matched my skills*

I would know how to find out about careers with NHS Scotland if I wanted to*

Figure 2.13 – Attitudes towards NHS Scotland – Agreement – Wave 4 Base: All respondents: Wave 4

0.41

0.49

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NHS Scotland is modern and forward looking in its approach to providing patient care

NHS Scotland is providing more and more of its services to people in their community*

I feel proud of NHS Scotland0.41

0.49

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NHS Scotland is modern and forward looking in its approach to providing patient care

NHS Scotland is providing more and more of its services to people in their community*


2.37 Generally, as the two figures show, those who had seen or heard an aspect of the campaign were more positive in their attitudes towards NHS Scotland. In fact, in all of those statements shown with an asterix above, they were significantly more positive. There are indications therefore that the campaign has had some effect in bringing about the changes in attitudes recorded. 2.38 Indeed, when these same statements are looked at amongst those who claimed they may look for work in the next 12 months, this group is on the whole more positive than those who do not intend to seek work. Indeed, they were significantly more positive on the statements I would consider working for NHS Scotland if there was a position available which matched my skills, I would know how to find out about careers with NHS Scotland if I wanted to and NHS Scotland is modern and forward looking in its approach to patient care.

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CHAPTER THREE CONCLUSIONS 3.1 At Wave 4, it is important to bear in mind the issues regarding advertising spend and research timing, particularly in the context of the TV advert. However, despite this, spontaneous advertising awareness is reasonable at both post-waves in 2006 and 2007 for a careers campaign. Indeed, amongst those who recall advertising, content, take out and the main messages recalled are good and indeed have, on the whole, built over time – indicating that clarity of communication is not an issue. In line with the adapted strategy of the campaign, at Wave 4 there was a shift in emphasis in the perceived message of the campaign to the range of jobs available. 3.2 Prompted reach of the TV advert at both Waves 3 and 4 was good, although there was a slight decrease at Wave 4. Press advert recall was higher at Wave 3 than Wave 4, whilst the radio advert performed equally well at both waves. The overall picture of recognition for the adverts in the campaigns in both 2006 and 2007 was positive. Impressions of the advertising were also favourable across both waves and indeed, significantly more so amongst those who had seen the campaign previously. This clearly demonstrates the effectiveness of the campaign in its impact and communication. 3.3 Overall, the positive increases in attitudes towards NHS Scotland recorded at Wave 3 were at least consolidated at Wave 4. Amongst those careers benchmarked within the research, NHS Scotland was regarded as the most appealing across Waves 3 and 4. These results indicate that there has been a real increase in the perceived appeal of NHS Scotland for a career. There has also been a strengthening in agreement on some of the key messages, and significantly so at Wave 4 in terms of knowing how to find out about careers in the NHS, opportunities in NHS Scotland for people of lots of different backgrounds, NHS providing more and more services to people within their community and that NHS does not mainly recruit people who are medically trained. 3.4 On a number of the other key messages, the increases recorded at Wave 3 were sustained at Wave 4: I feel proud of NHS Scotland, NHS Scotland is modern and forward-looking in its approach to patient care and I would encourage someone I know to work for NHS Scotland. 3.5 Indeed, there is evidence to suggest that the advertising has played a role in strengthening impressions, with those who had previously seen or heard an advert more positive generally towards NHS Scotland. Overall therefore it would appear that the campaign has been successful in meeting its core aim of delivering key campaign messages to the target audience and the fact that the advertising is continuing to deliver attitude shifts despite lower levels of reach is testament to the continuing effectiveness of the campaign.

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APPENDIX 1 POST-CAMPAIGN QUESTIONNAIRE Thinking now about different types of job or career that people might choose… Q.1 SHOW CARD How appealing or unappealing do you think each of the following would be for a

career in Scotland?

a) Teaching b) Police c) NHS d) Local authority or council e) Civil service

Scale: Very appealing; Quite appealing; Not very appealing; Not at all appealing Q.2 SHOW CARD Thinking now about NHS Scotland in particular, both generally and as somewhere to

work, I am going to read out some statements about NHS Scotland and would like you to tell me how much you agree or disagree with each, using one of the answers on this scale. Even if you don’t know much about NHS Scotland, we are still interested in your impressions.

a) NHS Scotland is modern and forward-looking in its approach to providing patient

care. b) Working in the NHS is an attractive career option. c) There are a lot of opportunities in NHS Scotland for people from a wide variety of

backgrounds. d) I would encourage someone I know to work for NHS Scotland. e) NHS Scotland is providing more and more of its services to people in their

community. f) The NHS mainly recruits people who are medically trained g) I would consider working for NHS Scotland if there was a position available which

matched my skills. h) I feel proud of NHS Scotland. i) I would know how to find out about careers with NHS Scotland if I wanted to.

Scale: Agree strongly; Agree slightly; Neither agree nor disagree; Disagree slightly; Disagree strongly Q.3 Apart from ads for specific jobs in newspapers, have you seen or heard any

advertising relating to NHS Scotland at all recently? Yes; No; Don’t know

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IF YES AT Q3, ASK Q4, OTHERS SKIP TO ROUTING BEFORE Q7 Q.4 Where do you recall seeing or hearing the advertising for NHS Scotland? PROBE:

Anywhere else? DO NOT SHOW SCREEN TV Radio Newspaper Magazines Poster in GP surgery Poster elsewhere Other (specify) (Don’t know) IF TV CODED AT Q4, ASK Q5, OTHERWISE SKIP TO ROUTING BEFORE Q6 Q.5 Please describe the advertising you saw for NHS Scotland on television. What did it

show and what did it say? PROBE FULLY IF ANY SOURCE RECORDED AT Q4, ASK Q6, OTHERS SKIP TO Q7 Q.6 What was the main message of the advertising you saw or heard for NHS Scotland?

What was the main thing it was telling people? PROBE FULLY ASK ALL Q.7 I am now going to play you a TV ad. PLAY RECRUITMENT AD. Have you seen this ad on TV recently? Yes, No, DK Q.8 I am now going to play you a radio ad. PLAY RADIO AD. Have you heard this ad on the radio recently? Yes, No, DK Q.9 I am now going to show you some newspaper ads. SHOW 2 PRESS ADS. Have you seen any of these ads in newspapers recently? Yes, No, DK Q.10 SHOW CARD I would like to get your views on the advertising campaign we have just demonstrated

to you. I am going to read out some statements would like you to tell me how much you agree or disagree with each, using one of the answers on this scale.

a) If I was looking for a career change I would be more likely to consider opportunities

within NHS Scotland as a result of the advertising b) Seeing the advertising has given me a clearer picture about the different types of job

available within NHS Scotland c) The advertising gives a positive impression of NHS Scotland as somewhere to work d) The advertising told me something new about NHS Scotland

24

e) If I was looking for a career change the advertising would encourage me to find out more.

Q.11 SHOW CARD Which of the following best describes your current situation in relation to

employment? Pre-coded: Full-time paid work (30+ hours per week) Part-time paid work (8-29 hours per week) Part-time paid work (under 8 hours per week) Permanently retired from work Unemployed, seeking work Not in paid work, looking after home/family At school Full-time higher/further education Unemployed, not seeking work Other Q.12 ASK ALL NOT IN PAID WORK / RETIRED Are you likely to be seeking permanent work, either full-time or part-time, within the

next 12 – 18 months? Pre-coded: Yes; No; Don’t know

ISSN 0950 2254ISBN 978 0 7559 6691 2(Web only publication)

www.scotland.gov.uk/socialresearch

RR Donnelley B52486 7/07

nhs careers campaign 2005-07: evaluation report• thirty-five percent of respondents recalled...

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