Leeds NHS
Branding/ Website / Social Media / Radio
Vacancy levels across the Leeds Health & Care system were some of the highest ever seen at the start of this year. The winter recruitment campaign was a pioneering project where all organisational partners came together to recruit collectively, selling the many benefits of working in Health and Care in Leeds.
There were a a range of other qualified and unqualified roles that needed to be filled across a range of healthcare settings, whilst ensuring that the campaign did not destabilise any partners across the system.
It was important to reach people from the most disadvantaged communities in Leeds (some of whom were digitally excluded) for the unqualified roles, inspiring them to be part of the next generation of the Health and Care workforce, despite perhaps not having any qualifications or experience.
The Solution
Media mix included;
Social Media advertising (video and static carousels and stories) across a range of channels including LinkedIn, Facebook, Instagram and TikTok.
Campaign microsite offering more information on the various roles and capturing expressions of interest.
Radio - digital ad exchange (DAX) - targeted by priority postcodes.
400+
Conversions
The Results
We were targeted to achieve 350 expressions of interest by the end of the three month campaign period. We had already gone 14% over target by the start of month 3 with 400 expressions of interest already logged.
The recruitment of unqualified staff was so successful that the website remains live with further acquisition campaigns planned later in the year.
