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Covid-19 recruitment preparation for Bradford District Care NHS Foundation Trust

Covid-19 recruitment preparation for Bradford District Care NHS Foundation Trust

Like many Trusts, the team at Bradford District Care NHS Foundation Trust (BDCFT) were in need of both medical and support staff as the Covid-19 pandemic took hold in the UK.


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Recruitment Branding

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Recruitment Video & Digital Content

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Social Media Recruitment Advertising

The pandemic placed an unprecedented strain on many Trust resources, and BDCFT needed to recruit to several specialist clinical areas to ensure the team could cope with further pressure.

The Trust turned to Just R for support recruiting Critical Care Nurses, Mental Health and Learning Disability Nurses, along with community and ward-based qualified Adult Nurses. 

BDCFT also required several new hires in support roles within Estates and Facilities teams, working across departments including garden maintenance, cleaning and food preparation.

A strong, urgent appeal was needed, with a focus on the Trust as an employer and community service, while also communicating key messages around individual departments and roles.

The Results

reached by the campaign
online enquiries attracted
from registered nurses

Just R had created an eye-catching, refreshed brand identity for BDCFT through a previous campaign which we now drew upon again to create a high-impact social media advertising campaign.

The campaign ran across Facebook, Twitter and Instagram, incorporating tailored written messaging, video and imagery.

Bespoke online enquiry landing pages were also created, alongside email bounce back messages, which were designed to offer applicants further information.

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Each of the applicants who enquired online were screened by the Just R team before being directed to the Trust for interview if they met the qualifying criteria.

This process was carried out for both the clinical and estates and facilities staff, saving the Trust a huge amount of time managing callbacks and initial applicant screening.

161 enquiry forms for Nursing roles were completed – 42 were from registered nurses including Adult, Community and Mental Health nurses.

A further 71 enquiry forms for roles in the Estates and Facilities teams were completed.

Our dedicated BDCFT recruitment Facebook page generated 162 new ‘likes’, and more than 230 enquiry forms were received in total.

The campaign reached an incredible 434,028 people – 13,538 of whom engaged with the campaign.

The client said...

"“We could never have imagined such a positive response, particularly in the middle of the Covid-19 pandemic. With the right expertise, strong creative and clear messaging, targeted digital recruitment campaigns aimed at passive jobseekers can work even in the most difficult of circumstances.”"

Richard Wormwell

Recruitment Manager
Bradford District Care NHS Foundation Trust


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