NHS England - TMP Worldwide UK
NHS England - 4 women smiling with the word uplifting above them

Case Study

NHS England

NHS England is the organisation that leads the national health service in England. It promotes high quality health and care for all and supports NHS organisations to work in partnership to deliver better outcomes for patients and communities across England.

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Out of Sector hires

+20%

Awards

Effectiveness

Highlights

How we partnered with Indeed to support NHS England to help fill over 16,500 Healthcare Support Worker vacancies.

  • 1
    An ‘always on’ strategy was conceived that allowed our stand-out visuals to not only attract a range of active and passive job-seekers but to engage with our target audience effectively.
  • 2
    Our creative collaboration internally and with partners meant the client was confident with what we were producing and the process ran as smoothly as possible.
  • 3
    A streamlined candidate screening process changed the way we processed candidates and ensured that those applying for the roles were ready and up to the challenge. Particularly important in the uncertain aftermath of Covid.

NHS England Challenges

The COVID-19 pandemic complicated NHS England’s ability to recruit into Healthcare Support Worker roles, contributing to a national shortage that predated the pandemic. In September 2021, there were over 16,500 vacancies nationally.

  • 1
    We knew we needed some expert collaboration and found this through Indeed who we partnered with to meet the challenge head on.
  • 2
    Our start point was outside the healthcare sector to avoid destabilising other part of the organisation.
  • 3
    Our start point was outside the healthcare sector to avoid destabilising other part of the organisation.
  • NHS England - 2 nurses with a baby
  • NHS England 2 women having a conversation
  • NHS England - A female nurse with a patient teaching 2 men and a lady
  • NHS England - A woman with her 4 kids holding a sign
  • NHS England - man being interviewed by a male and female
  • NHS England - nurse at an event
  • NHS England - 4 women smiling with the word uplifting above them

Solution

How we collaborated

  • 1
    Our Employer Brand and Insights Team quickly identified a disenfranchisement with quick-fix solutions and came up with a target audience outside of the industry that were just right for this specific challenge.
  • 2
    Our Client Services Team worked tirelessly to ensure our client was satisfied and kept up to date regularly throughout the process. As well as engaging with and collaborating with a new partnership with Indeed.
  • 3
    Our Media Team recognised the need to switch to an ‘always on’ approach in order to reach our desired audience in the most effective and consistent way.

What we delivered

01

An extensive range of recruitment tools to assist hiring managers. From audience research and persona creation to a campaign asset toolkit, a communication line to our client managers and a national job advert writing workshop.

NHS England 2 women having a conversation
02

A set of brand awareness raising campaigns that utilised event spaces, our film-making and storytelling capabilities and a digital campaign. Each targeting in and out-of-sector audiences in a distinct and eye-catching way.

NHS England - A female nurse with a patient teaching 2 men and a lady
03

An innovative, bold, and highly effective media strategy that targeted active job-seekers while also tapping into the passive talent pool for 206 trusts across the UK. This led to 38% of offers being made to candidates outside of the healthcare sector.

NHS England - A woman with her 4 kids holding a sign
04

The introduction of virtual hiring events gave potential candidates the opportunity to learn more about the role, significantly reducing the time-to-hire.

NHS England - man being interviewed by a male and female
01

An extensive range of recruitment tools to assist hiring managers. From audience research and persona creation to a campaign asset toolkit, a communication line to our client managers and a national job advert writing workshop.

NHS England 2 women having a conversation
03

An innovative, bold, and highly effective media strategy that targeted active job-seekers while also tapping into the passive talent pool for 206 trusts across the UK. This led to 38% of offers being made to candidates outside of the healthcare sector.

NHS England - A woman with her 4 kids holding a sign
02

A set of brand awareness raising campaigns that utilised event spaces, our film-making and storytelling capabilities and a digital campaign. Each targeting in and out-of-sector audiences in a distinct and eye-catching way.

NHS England - A female nurse with a patient teaching 2 men and a lady
04

The introduction of virtual hiring events gave potential candidates the opportunity to learn more about the role, significantly reducing the time-to-hire.

NHS England - man being interviewed by a male and female

NHS ENGLAND RESULTS

41.4 million

Impressions

634,700

Views

7,300

Followers

1,129

Reviews

13,785

13,785 new Healthcare Support Workers joined the NHS.
50,967 vacancies posted by NHS Trusts.
206 Trusts formed joined campaign.

72%

72% automation of recruitment activity gave recruiters more time to interview candidates and carry out pre-employment checks.
This resulted in: 1,672 interviews and a pass rate of 69%.

6,110

6,110 candidates attended 89 recruitment webinars
19% of attendees were offered roles.
The webinars gave candidates detailed role information, before inviting them to apply, significantly reducing time-to-hire.

62%

8,589 hires were from non-care professionals, meaning that 62% of successful candidates were from out of sector. This campaign opened up a whole new talent pool.

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