Big Cat was briefed with the task of creating a 2-week Nursing Recruitment Campaign across social media and digital advertising platforms which would reach more appropriate candidates across a wider geographical area.
UHB runs the Queen Elizabeth Hospital Birmingham, one of the leading hospitals in Europe, which prides itself on its reputation for having a high quality of care, clinical training and research.
To maximise awareness of the nursing opportunities that are available at UHB
To support nursing recruitment by attracting appropriate Band 5 candidates
Increase applications across all nursing specialties
Position the Trust as an employer of choice
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A 2-tier approach to recruitment, targeting both nurses who were actively looking for work, as well as those who were currently employed but could be attracted to a new opportunity...
A 2-tier approach to recruitment, targeting both nurses who were actively looking for work, as well as those who were currently employed but could be attracted to a new opportunity
To target active job hunters, we decided to focus on PPC advertising and launched a Google AdWords campaign
To target the nurses who could be attracted to new opportunities, we created a multi-platform social media campaign
A combination of Facebook adverts and boosted posts were created, which targeted 22-35 year olds within 75km of Birmingham City Centre
On Twitter we utilised post boosting, as well as creating #TeamQEHB to create a common identity across the tweets
Instagram adverts were also used to reach out to our specific age and location demographic, as well as more specific criteria such as an interest in nursing
16 people were recruited and the number of enquiries to the nursing recruitment team was unprecedented
23,000 page views on new nurse recruitment website – this was a brand new website launched specifically for the campaign and promoted only via the specified social media channels meaning all website traffic was generated by the campaign
For the PPC campaign, the average CTR was 3.13% which is well above the industry benchmark of 1.79%
The best performing Facebook ad produced 2,038 website clicks and the top boosted post had an engagement of 1,400. Facebook was the most successful driver of traffic to the website during the campaign
On Twitter, boosted posts had a total engagement of 3,555