Ian Hampton - EngageWell: Recruitment comms and sketchnoting
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The document discusses securing the NHS workforce of the future through a major recruitment campaign. It summarizes that a recruitment campaign has not been run since 2005, nursing registrations have decreased 89% while EU nurses leaving have increased 67%. A predicted nursing shortage of 22,000 by 2020/21. The campaign aims to recruit, retain, and influence people to join the NHS workforce. It demonstrates the campaign was highly successful, with nursing career searches and applications increasing after the campaign launched.
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Ian Hampton - EngageWell: Recruitment comms and sketchnoting
- 1. Securing the NHS workforce of the future
- 3. NO MAJOR RECRUITMENT CAMPAIGN SINCE 2005
- 4. Decrease of nurses joining the register of 89% Increase of 67% of EU nurses leaving the register Tough recruitment climate (extremely high UK employment) Predicted supply gap of nurses of 22,000 by 2020/21
- 5. RECRUIT Connect emotionally and show depth and breadth of role RETURN Viscerally remind them what it felt like to be part of the team INFLUENCERS Turn pride for the NHS into active encouragement RETAIN Reflect the admiration and respect of the nation
- 6. DEMONSTRATING PRIMARY CARE DEMONSTRATING COMMUNITY CARE SHOWING OFF THE TECHNICALITY OF THE JOB
- 7. The NHS is the closest thing the English have to a religion Nigel Lawson
- 12. #wearetheNHS
- 13. OOH OOH
- 17. The most liked ad of 2018 (and, in fact, FOREVER!) Brand Ad Agencies Score (% likeability) Published 1 NHS Recruitment ad voiced by Maxine Peake MullenLowe London, Carat 57 September 2 Haribo Heavy metal performance Quiet Storm, Mindshare 51 September 3 Waitrose, John Lewis Bohemian Rhapsody Adam & Eve/DDB, MG OMD 49 November 4 Go Outdoors Pet dog goes camping Driven, the7stars 48 June 5= Very Astronaut helmet St Luke’s, Vizeum 47 December 5= Lidl England footballers TBWA/London, Starcom 47 July 7= WWF Revising the damage Uncommon, Vizeum 44 December 7= Jaguar Eve Green and a prowling Jaguar Spark44, Dentsu Aegis Network 44 December 9= Heineken Parking ticket Publicis Milan, Starcom 43 September 9= Cadbury’s Dairy Milk Girl buy chocolate with trinkets VCCP, Carat 43 February
- 18. 0 2000 4000 6000 8000 10000 12000 14000 16000 18000 3-Jul 17-Jul 31-Jul 14-Aug 28-Aug 11-Sep 25-Sep 9-Oct 23-Oct 6-Nov 20-Nov 4-Dec 18-Dec 1-Jan 15-Jan 2017 2018 Interest in nursing careers soared immediately Page views NHS Nursing webpage 2018 vs 2017Google searches for ”nursing careers” 100 75 50 25 Jan 1 2006 Oct 1 2009 Jul 1 2013 Apr 1 2017
- 19. 26,559 30,650 26,000 31,000 36,000 41,000 46,000 2014 2015 2016 2017 2018 2019 'We are the NHS' campaign Reversing the application trend and securing the future Soft Forecast UCAS applications down by 10% without the NHS campaign
- 20. Delivering against our KPIs 48% 38% Pre-campaign Post-campaign Agree with: "I would get greater job satisfaction working somewhere other than the NHS" 42% 61% Pre-campaign Post-campaign % Past NHS staff likely to consider returning to work for NHS 54% 67% Pre-campaign Post-campaign Agree with: "Making a difference to people’s lives makes me consider returning to the NHS"
- 21. In summary • TV at the heart of a truly integrated campaign • Speaking to all people to appeal to the right people • Unflinching commitment to authenticity • Building emotion and prompting action
Editor's Notes
- Hello my name is Ian Hampton I work for NHS England and I led the client team that delivered the NHS workforce campaign that we’re going to present this morning. I’ve been working in government comms for a really long time and can safely say that this is the Campaign I’m most proud of. What I’m going to go through this morning is the way we delivered the campaign and the value we got out of it.
- While there’s only me here today I need to emphasise that this was a joint effort from many people both in government and the creative sector. Some were more helpful than others. I’ll leave it to decide which is which! Let’s just say I’m extremely grateful to the creative agencies you see here for coping with ridiculous deadlines, ill judged prejudices, failures of courage and late changes of mind It’s an often repeated trope that the NHS is the most recognised brand in the UK. Beyond even Manchester United who, I’m told are an association football club. But that doesn’t tell the whole story. It’s equally true to say that the NHS divides opinion, at least politically, and is something that everyone has an opinion on. We therefore had a tricky path to tread.
- As you all know, we haven’t focused on workforce for some time having concentrated on transforming service delivery. There hadn’t been a national recruitment camping since 2005 . This had resulted in some pretty stark figures. An added issue was that we needed to promote the NHS as an attractive career option in the face of a media approach that was relentlessly focused on perpetual winter.
- That’s pretty much a perfect storm. The rate at which people are leaving the register is rapidly increasing. Brexit presents a unique set of challenges in terms of right to work And record employment means that people have (theoretically) more options of where to work We have three diverse audiences to appeal to each with their own motivations and barriers – two of which are their own experience in the job However, people are switching careers more than they have ever done before. And career switchers at 35 (the age of epiphany) cite the desire to do something more meaningful as their main motivation for starting again
- There are four audiences we need to influence. Those that work in the NHS now but who, sadly, have been leaving at record levels. Those that will be our future, students of all ages that we can inspire to join the team. Those that have worked in the NHS in the past who have left, maybe to have families, to travel or to try something new. And those that influence all of the above as they make choices about joining the NHS, or leaving it. The vast majority of us are swayed by the perceptions of our family, friends, teachers about the job we do. And the narrative about roles in the NHS at the moment contributes to people who could be starting amazing careers being dissuaded from doing so. We needed to make all of us champions for the NHS and the huge variety of roles that exist within it. All of these audiences are important but with time running out. We need people now, not in three years when they have qualified. And whilst return to practice nurses are quicker to retrain and get back into roles. The quickest way to arrest the situation was to encourage those working in the NHS right now to stay In lots of ways they are the toughest of all the audiences too because they bring so much of their own experience. They aren’t going to be flannelled by an ad campaign that tells them the job is different to that which they experience day in, day out. Authenticity had to be at the heart of everything we did.
- The task was complex. The campaign needed to show nursing in a contemporary and non-partisan light. First and foremost, we needed to balance primary and community care – which makes for a tricky film to short especially given that we were working to incredibly tight timelines. We also needed to do play our part in changing the perception of nursing. To balance care with technical skill – because that part of the role is so often underplayed and because we know that appeals to the kind of students who will become our future nurses. And we also wanted to show team work – a really important job requirement for both existing and aspiring nurses and an area in which we believe no organisation can rival the NHS. Not only are there four audiences to appeal to – there’s a huge breadth of roles within them all with a set of stakeholders who have a legitimate and vocal say in how we portray them in the campaign. In the first week after it was known internally that we would be running a nursing recruitment campaign. I received 23 emails from various nurse policy colleagues telling me it was vital that we showed their specialism. Most had no evidence on which to base these assertions…
- There is a lot to wring our hands in relation to the NHS, and that tends to be the media default. But there is far more to be proud and joyful about. Nigel Lawson was right; the NHS is the closest thing that we collectively have to a religion. It’s what we are known for the world over. Until Brexit, the NHS had always bene the thing that we are most concerned about and as a country, our collective trust in the NHS has never dipped below 80%. We love it. And we wanted to bring a bit of Danny Boyle belief and pride to our campaign.
- What we did borrow from broadcasting was a documentary approach to our content. We wanted to capture real nursing in all its raw beauty. It was a careful line to tread – between being honest and putting people off. There could be no sugar-coating the truth, rather we wanted to how the breadth of the role and the variety of moments that make the role so fulfilling. We owe so much to the real nurses, NHS staff and patients who let us film a snapshot of their lives – including the first birth to ever feature in a TV ad.
- The campaign line was designed to be a rousing call to arms; a line written to encapsulate and activate the pride so many of us feel about the organization. It’s also a line that has the legs to take in different roles within the NHS- we knew that there would be a need for non-clinical roles as well
- Two great things happened in the summer of 2018 . . . .creating the perfect backdrop against which to launch the campaign.
- Immediate response ; the public outpouring of pride for our campaign began immediately
- The #wearethenhs hashtag was immediately picked up by staff, unions and even the MOD!
- Campaign amplified across OOH in strong OOH transport areas to compel searches and career research. They showed surprising nursing roles and highlighting technical skills.
- CRM comms then retargeted those who had engaged with the campaign during the final month before course deadlines closed. We offered films with more info into becoming a nursing student to try and nudge people over the line
- CRM comms then retargeted those who had engaged with the campaign during the final month before course deadlines closed. We offered films with more info into becoming a nursing student to try and nudge people over the line
- Whilst not the most academic of success measures, this is proof that our strategy stacked up. To engage with the influencer audience, we needed to create a campaign with populist appeal. This weekly panel of 1000 people in the UK is a good litmus test of what real people think about advertising. It was the most liked ad that week, all year last year and in fact every year since Campaign, the advertising trade magazine, started to run this survey.
- We saw the impact immediately. Searches for nursing careers saw a huge spike on the day of the TV launch and sustained at record levels throughout the campaign period. And traffic to the nursing pages of the Health Education England website sky-rocketed.
- And, the real proof of success, people responded. Applications for nursing careers rose for the first time since the bursary was removed. Bucking a trend of across the board decline in UCAS applications for other courses. The chart models out what would have happened had the campaign not run (the red line). Which means that we are starting to secure a new pipeline of nurses for the future.
- There was a huge shift in the attitude of existing nurses too, with a 10% decline in the number of nurses thinking they would get greater job satisfaction somewhere else. There was an almost 20% increase in ex-NHS staff saying they would be likely to return. And a 13% increase in that same group saying that making a difference to people’s lives would prompt consideration of them returning to the NHS. So across all audiences, the campaign worked and continues to do so. Not just for nurses but for IT and admin and the multitude of very specific types of role that we have now rolled out.
- I’d almost forgotten how brilliant last summer was – and how far away it seems now. Summing up – it’s obvious that TV played a huge role but we need to recognise that success depends on a fully integrated campaign. Speaking to all the people to get to the right people is right but not very popular with the Cabinet Office, who approve all our comms plans. There is a time and a place for targeting through other obvious channels, digital and CRM but there’s also a time to talk to the nation and this campaign is a brilliant and successful example of that. The trick is to trust and empowerment, to get a great set of agencies to support you and give them the space to do that. Thank you Questions?