This document discusses a new recruitment approach taken by Dr. Arun Chidambaram and Kathleen Murphy to attract psychiatrists to their mental health trust. They partnered with The Guardian to create targeted online articles and advertisements highlighting the success of the trust, opportunities to interview with consultants, benefits of working in Liverpool, and current job openings. This approach led to increased views, time spent on pages, and appointment confirmations compared to previous advertising methods. The trust has since filled six consultant positions within five months and continues recruiting for additional roles using engaged tactics like consultant information sessions.
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Dr Arun Chidambaram - EngageWell: Recruitment comms and sketchnoting
1. Selling The Sizzle Not The Sausage
A new approach to recruitment
Dr Arun Chidambaram Deputy Medical Director
Kathleen Murphy HR Officer for Medical staffing
5. Why the Guardian - Audience
Monthly unique users
across the Guardian
network that work in
Health
The Guardian
Healthcare Network -
monthly unique users
Monthly users on
The Guardian
116,000
>200,000
Nurses come to The
Guardian Healthcare
Network
Users who view Mental
Health jobs, Mental
Health content monthly
Senior members
signed up to our
weekly Healthcare
newsletter
1.5 m 31m 180,000 636,83535,000200,000
6. Client objective
• Recruiting psychiatrists
• Highlight the success of their mental health trust
• The advanced technology they use
• Show everything Liverpool has to offer for potential
recruits
Solution
• Co-created article showing the success of the
Trust and what Liverpool has to offer.
• Interview with a consultant psychiatrist
• Photo shoot
• Inclusion of a video
Outcome
• Unique users: 1,633
• Total views: 2,111
• Dwell time: 6 mins 12 seconds
• CTR 0.97%
Recruiting Psychiatrists
8. Audience Match Extra
Audience Match Extra presents your message to a specifically targeted audience
segment, created using the Guardian’s unique first party audience data. The campaign
targets relevant, receptive visitors across not only the Guardian’s channels and social
media platforms, also across other trusted websites.
Targeting both on and off platform
13. Response to adverts
2015: 7 adverts and 3 appointments
2016: 13 adverts and 7 appointments
2017 : 16 adverts (4 open) and 3 appointments (from the 12)
2018: 3 adverts and 6 appointments
14. Consultant’s recruitment
6 Consultants in 5 months
So far in 2018 we have successfully filled the
following consultant vacancies:
• Forensic Psychiatrist based in Ashworth
• Liaison Psychiatrist based at Aintree
University hospital
• Perinatal Psychiatrist based at Liverpool
Women’s Hospital
• Old Age Liaison Psychiatrist based at the
Royal Liverpool Hospital
• Medical Psychotherapist/Psychiatrist based at
the PD Hub
• Consultant Psychiatrist in Substance Misuse
We have a number of exciting consultant job
opportunities which are currently out to advert:
• Adult Inpatient based at Broadoak
• Adult Inpatient based at Clock View
• Learning Disabilities based at our Whalley
site
Traditional job Ads in BMJ – these are safe ads – the type of things people are used to seeing and they got attention, BMJ figures show that people clicked on them – so they read them but they did not respond.
And these ads were relatively expensive (we spent circa £20K) but they delivered no response
What else where we doing? We placed banners in prominent places across our estate.
Good for attracting no clinical staff – no evidence that clinical staff respond to this approach
We worked with the comms team to review approach and after research we chose to work with the Guardian newspaper
It has a string track record and profile in healthcare – including the arena of mental health as the figures above show.
So we trailed the paper along with our own publication MC Magaazine which now has a circa 185K readers
We worked with them to refine our needs, and objectives and we goy good measurable results
In the we moved away from the traditional job ad – and took a more editorial/testimonial approach to encourage great engagement and credibility.
A deliberate move away fro the traditional job description style of ad we saw earlier. This featured testimonial from real clinicians – so called “people like me” marketing.
This allowed us to emphasise benefits such as:
Merseyside: A great place to live one of the best cities in the UK for work-life balance.
Our appraisal system ensures all doctors revalidate and develop professionally through their career
Excellent training to doctors in their undergraduate and postgraduate years, throughout foundation, core and speciality training, and beyond into consultant life.
Publishing - our doctors contribute to national NHS policy and publish regularly in peer reviewed journals, blogs, invited articles and social media.
House prices on Merseyside are among the lowest of any UK.
Transport Merseyside has many excellent road, air and rail links
Education the city is home to 149 state funded schools, 13 independent schools, several further education colleges and three universities.
Out of paper we used social media in a number of ways – e.g. The Guardians own algorithms that target the people we wanted to reach
And we used Audience Focus which uses pixel tracking technology to find the most relevant and receptive audience for your ads. It begins with a blast of impressions, and based on those who click on the ad and complete the call to action, quickly defines and focuses on statistically similar users who are also likely to follow through on your call to action.
So What starts in paper as a mass campaign served to everyone, very quickly becomes a niche campaign displaying your ads to those who are most likely to respond to the call to action.
Wand we followed this up with our own activity backed this up on - Twitter
With Facebook ads that gave us good targeted reach
And linked in which was also benenicila
We also have several more community posts in the pipeline:
2 x Moss house
1 x Windsor house
1 x Kirkby CMHT
1 x Southport
1 x Crosby
Physician Associates
We have successfully recruited 3 Physician Associates and are interviewing more this week
Medical Bank
We have a 3 phased approach to setting up the medical bank
Phase 1: recruit junior doctors. This is on-going and is proving relatively successful as we have recruited a number of trainees to the bank. We also have a rolling bank advert out.
Phase 2: recruit trust doctors to the bank. This has already begun
Phase 3: recruit external doctors of all grades to the bank
Phase 4: collaborative bank
We also have several more community posts in the pipeline:
2 x Moss house
1 x Windsor house
1 x Kirby CMHT
1 x Southport
1 x Crosby
Physician Associates
We have successfully recruited 3 Physician Associates and are interviewing more this week
Medical Bank
We have a 3 phased approach to setting up the medical bank
Phase 1: recruit junior doctors. This is on-going and is proving relatively successful as we have recruited a number of trainees to the bank. We also have a rolling bank advert out.
Phase 2: recruit trust doctors to the bank. This has already begun
Phase 3: recruit external doctors of all grades to the bank
Phase 4: collaborative bank