Ensuring clicks and hits drive job applicants to the NHS

There’s no use creating clever creative, lovely logos or witty one-liners if no-one gets to view it. Part of our work is coming up with the wonderful big idea that addresses the client’s issue or problem, the other part is ensuring that that challenge is met through effective implementation. In a previous Touch blog post, we let you know about our work with the NHS in Wales, encouraging people to consider nursing careers in the country’s National Endoscopy Programme. We have now rolled out the campaign, leaning heavily on social media marketing, using the creative that sets out the many attractive reasons to move into this part of the health service and find out more about the variety of roles available.

To date, the campaign has had the potential to be seen 1.7 million times, and with a response rate to the adverts slightly better than the industry average, this has resulted in more than 18,000 interactions and 11,600 clicks, directing people to a website for further recruitment information. As the campaign is still being rolled out, we await information on any upturn in job applications and vacancies being filled but we are hopeful, at this early stage, of eventually seeing more staff in place, with the capability and capacity to offer an improved service to their patients.

Importantly, we have run the campaign in English and Welsh languages, and we are seeing a strong response to the adverts in Welsh. When we learn more about the outcomes of the campaign, in addition to these outputs, we will look to provide a further update on the campaign impact and lessons learnt which may help you in your own campaign development work.