Dr Arun Chidambaram - EngageWell: Recruitment comms and sketchnoting
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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
- 7. Creative Approach – In Publication MC Magazine The Guardian
- 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
- 9. Audience Focus Establishing who’s most likely to interact
- 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
- 15. Retention – Consultant engagement sessions 18 July 2017
- 16. Retention – Consultant engagement sessions 13 March 2018
- 18. Guardian NHS 70 Supplement
- 19. BMJ
- 20. Any questions?
Editor's Notes
- 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