Every doctor is different, which is why our attraction strategy for NHS Professionals had to tick more than just a single box.
NHS Professionals (NHSP) was set up to supply nurses and care support workers on a temporary basis to NHS Trusts across the UK. The thing is, they now wanted to attract doctors and consultants to become locums – a very different market and one they’d never explored before.
They’d discovered through research that there were three types of locum doctors: lifestyle locums who did stints for six months and then took the next six off to go travelling; upskilling locums who looked for short-term contracts to gain experience in a particular specialism; and full-time doctors who were keen to do an extra shift here and there for extra cash.
When we found out why they should book their shifts through NHSP – they get first wind of jobs before commercial agencies so their locums get first pick, there’s a wide range of locations and the money NHSP makes goes straight back into the NHS’s coffers – it made sense for our campaign to go with the strap line: ‘We give doctors multiple choice.’
As well as planning an intensive three-month campaign – across trade press, forum sites, relevant trade job boards and outdoor sites (near key Trusts) – we built and designed a bespoke microsite which, so far, almost 9,500 unique users have visited, 37 per cent of whom went on to visit NHS Jobs to apply for a role.