Pitch and proof

To devise a strategy for recruitment of trainee and specialist biomedical scientists on behalf of an HSC regional recruitment initiative. With objectives to drive suitable, quality applicants to apply online at jobs.hscni.net, recruit the required numbers of applicants for roles available and to generate a waiting list which would help fill posts throughout the year.

Define

Some challenges for the campaign would be to recruit to HSC at volume, on a regional scale and reach outside the local market. A typically ‘hard to fill role’, we were committed to ensuring brand voice and messaging was on point; our communication was as much about positioning NI as a place to live as well as the career opportunities on offer. An approach that involved specific candidate targeting was also key. Audiences of interest were those in the process of completing subject related master’s degree or having already done so and now holding work experience of 1-2 years.

Develop

The campaign made use of social media as well as specialist media channels, graduate websites and commercial job boards. Every effort was undertaken with specific audience targeting in the area of biomedical science subjects. Channels integrated into the campaign included Google Search, Facebook, Jobs NI, NHS Jobs, University job boards, and Biomedical Scientist. The campaign ran for a period of 19 days. Interested applicants were driven to jobs.hscni.net, where a branded digital applicant pack outlined the Trust offering and heard from members of staff who worked there.

Deliver

All digital channels delivered significant traffic to jobs.hscni.net. To illustrate, the response to the Google Search campaign was very strong, receiving a click through rate (CTR) of 3.85% (well over the industry average of 2.42%). The Facebook campaign achieved 1,017 clicks with target advertis-ing for audiences in Northern Ireland, Sheffield, and Liverpool who had interests in Biomedical Science. CTR was 0.63%, again well above the industry average of 0.47%. With 207 applications received, the campaign surpassed previous competitions by an increase of over 130%, filling all posts and creating a healthy waiting list.