Production · Post · Campaign
In partnership with MVad
NHS
Tackling GP recruitment across Northamptonshire.
Production · Post · Campaign
In partnership with MVad
Tackling GP recruitment across Northamptonshire.
01 The brief
General practice has an image problem. With an ageing cohort of GPs and not enough newly qualified doctors choosing to replace them, many preferring to specialise in hospital settings, the NHS in Northamptonshire wanted to make the case locally. Not with a traditional recruitment campaign, but by letting the GPs already doing the job speak for themselves.
02 What we did
We spent two weeks travelling across Northamptonshire, visiting surgeries ranging from small rural practices to super-surgeries that had more in common with a small hospital than what you might typically picture as a GP's waiting room. Working locations with patients to see, we had to make sure not to get in the way, so we kept a minimal footprint with a small crew of four.
We developed four core films, each around five minutes long and all aimed at a different type of candidate, with the plan being to deliver the right film to the right prospect. The brief was to show that general practice isn't all colds and stomach bugs - there's just as much variety in the work, not to mention the benefits of working something closer to a 9-5.
03 The result
The films sat alongside live job listings on a microsite as well as being targeted to specific leads. Application rates were considerably higher when listings appeared with the films than without. The first five roles were filled within a few weeks of the campaign going live, with further hires from as far as Saudi Arabia. The biggest win from the client's perspective was that we had GPs moving out of London.
In fact the campaign was executed so well that we came back to make similar content for a range of other roles including practice management, nursing and clinical pharmacy - and we've since replicated the model across the country.