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Employer branding in a candidate scarce market - Melanie Hayes

Originally presented at RecFest 2014 www.recfest14.com

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Employer branding in
a candidate scarce market
Recfest 2014
About Care UK
Began life in
1982
Employs over
22,000
people
105
Operates
residential and
nursing care homes
151,000
homecare hours delivered
every week
50
Operates over
dedicated NHS
services
13,000 people cared for in
local communites
What we do in Health Care
7,500
We employ
We operate
18
mental health
facilities
56,000
registered patients
at 13 of our
NHS GP practises
250,000
outpatient procedures in
NHS treatment and
assessment centres
500,000
patients use our NHS walk
in and urgent care centres
With
What we do in Health Care
Over 1 million
NHS patients treated in total
Over 15 million
patients covered by our NHS out of hours and 111 services
We’ve got it covered
A candidate scarce market
I have a fantastic
GP Resourcing
Manager
Approaching
GP practises
Scouring our
ATS and
talent pools
Networking Advertising Direct sourcing
through LinkedIn etc
120 hires
in 6 months
He delivered
99%
direct

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Employer branding in a candidate scarce market - Melanie Hayes

  • 1. Employer branding in a candidate scarce market Recfest 2014
  • 2. About Care UK Began life in 1982 Employs over 22,000 people 105 Operates residential and nursing care homes 151,000 homecare hours delivered every week 50 Operates over dedicated NHS services 13,000 people cared for in local communites
  • 3. What we do in Health Care 7,500 We employ We operate 18 mental health facilities 56,000 registered patients at 13 of our NHS GP practises 250,000 outpatient procedures in NHS treatment and assessment centres 500,000 patients use our NHS walk in and urgent care centres With
  • 4. What we do in Health Care Over 1 million NHS patients treated in total Over 15 million patients covered by our NHS out of hours and 111 services
  • 5. We’ve got it covered
  • 6. A candidate scarce market I have a fantastic GP Resourcing Manager Approaching GP practises Scouring our ATS and talent pools Networking Advertising Direct sourcing through LinkedIn etc 120 hires in 6 months He delivered 99% direct
  • 7. Yet we still cannot fill a number of ongoing challenging roles…
  • 8. The challenge of recruiting GPs Vacancy rates have quadrupled in the last 12 months GP experts have warned of a looming workforce crisis 50% of GPs are considering early retirement BMA warns government proposed contract changes are decreasing morale and increasing stress In some areas there is currently 1 GP covering 8,000 patients!
  • 9. So why would someone choose Care UK over another provider The Pros The Cons We deliver high quality treatment There isn’t the administrative burden experienced in other providers We have fantastic standards of clinical governance and quality Opportunity for development into Medical Leadership roles Negative publicity towards private healthcare providers can ‘turn off’ candidates The loss of a generous NHS pension Lack of awareness of the size of Care UK and the roles we have Lack of awareness of opportunity to work within the NHS and with us
  • 10. The need for a GP specific brand Care UK is perceived as a residential care and community services company GPs are unaware of our scope and the opportunity Research identified a need for a specific brand
  • 11. So… we worked with to develop our first role specific brand
  • 15. How have we used this brand PPC campaigns for specific locations Mailshots Mailings to include our giveaways Media advertising Careers events/exhibitions
  • 16. Feedback Stands out and gives a real feel for the scope of opportunities at Care UK Don’t understand the boots concept Love it Helps to move Care UK’s brand from the residential care and community services Exciting and on message Really interesting to understand the opportunities across all our services
  • 17. Outcomes 10 GP hires from the event 25 expressions of interest for roles when available 3 internal moves from OOH to PC 6 hires in hard to fill locations And a further 12 hires from mailings/eshots