The document summarizes a recruitment campaign launched by WUTH called "We are WUTH. We are the NHS." to address recruitment challenges and make their visual presence and job offerings stronger. The two-week campaign from January 7-20, 2019 heavily utilized social media advertising. An evaluation found the campaign was highly successful, with a 78% increase in all completed applications and a 168% increase in B5 nurse applications compared to the previous period. Next steps include expanding the campaign through additional marketing channels and materials.

1. Recruitment campaign
Mike Baker -
Associate Director of Communications,
Marketing and Engagement

2. Recruitment campaign
• Recruitment remains a key challenge for the NHS as a whole.
• Last year saw the launch of a national campaign called ‘We are the NHS’
(pictured).
• This was to coincide with the NHS’ 70th birthday celebrations and had a big
focus on nursing.
• NHS England was keen that this national campaign is tailored and also used
locally.
• Running national and locally tailored campaigns would give greater exposure of
the NHS identity and the career opportunities available.

3. We are WUTH. We are the NHS.
• Recruitment marketing has been very fragmented at WUTH over the years.
• Working collaboratively with the HROD Senior Team, a new recruitment
campaign was devised as part of a rolling programme.
• This was launched on Monday 7th January 2019 as part of a two week
intense campaign.
• The new WUTH recruitment campaign was about making our visual
presence and offering much stronger in what is a highly competitive market.
• This marketing push enhanced staff engagement and public perception as
the organisation continues on its improvement journey.
• The campaign focused on all job opportunities but with greater attention on
nurses (especially B5), CSWs and volunteers.

4. We are WUTH. We are the NHS.
• The ‘We are WUTH’ recruitment campaign was fronted by employees to
give that personal and friendly feel. This also assisted with staff
engagement.
• Phase 1 marketing focused heavily on social media advertising:
• Facebook (pictured)
• Twitter
• Instagram
• The social media advertising was used organically (free) and paid for.
• Paid for advertising can be targeted to age groups, personal likes as well
as geo-targeting.

5. Social media artwork examples

6. Evaluation – Two week period (7th January – 20th January 2019)
ORGANIC PAID (£900) TOTAL
Impressions Clicks Impressions Clicks Impressions Clicks
Twitter 28,720 124 102,571 2,194 148,384 2,318
Facebook/
Instagram
57,680 1,723 116,769 2,118 174,449 3,841
322,833 6,159
24/12 – 06/01 07/01 – 20/01 Percentage difference
All completed
applications
484 861 78% increase
B5 nurse completed
applications
22 59 168% increase
This campaign has been recognised by NHS England (Cheshire and Merseyside) as best practice.

7. Next steps
• Further photoshoots to cover a wider demographic of WUTH employees.
• A rolling programme of photographs and artwork will emerge and continue.
• In addition to social media, other future channels are likely to include:
• Posters
• Newspaper/Magazine advertisements
• Bus advertising
• Internal screensavers
• A suite of role endorsement videos is being planned and will be used online.
• The public and staff website is being updated to be more ‘career’ friendly and attractive.
• Updated marketing material such as job recruitment packs are being created.