Norfolk Needs You

Norfolk Needs You – urgent recruitment for Norfolk & Norwich University Hospitals NHS Foundation Trust

Norfolk Needs You – urgent recruitment for Norfolk & Norwich University Hospitals NHS Foundation Trust

When the Covid-19 pandemic hit the UK in March 2020, like hospitals across the country, Norfolk and Norwich University Hospitals Trust (NNUH) suddenly found itself under significant pressure to recruit more staff.

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Having worked with NNUH since 2018, the Just R team understood the Trust’s unique challenges in attracting staff (such as its rural location), coupled with the difficulty of recruiting in the middle of a global pandemic.

We quickly launched an urgent recruitment campaign.

Our campaign focused on attracting registered nurses working elsewhere in the local community along with student nurses, both for long-term roles and short-term support, the latter targeting retired professionals to support the NNUH team when they needed it most.

The Results

Expressions of interest
Registered Nurses
Health Care Assistants
Student Nurses
Overseas Nurses
Nursing Associates

Our urgent recruitment campaign was undoubtedly helped by our existing relationship with the Trust, and the strong partnership we had built.

In just 2 years, Just R has had a significant impact on NNUH’s recruitment – between April 2018 and March 2019, recruitment increased by 55%; an additional 106 Band 5 nurses.

Between March 2019 and April 2020, that figure increased by an additional 20%.

When the coronavirus crisis struck, our digital recruitment model allowed NNUH to recruit quickly from its existing pipeline, ensuring that the Trust had the people in place to meet additional need. The process was swift and smooth, with an average time from application to ward of just 15 days.

Norfolk Needs You

As well as drawing on NNUH’s existing pipeline, our team also created and delivered a striking, persuasive digital recruitment campaign – Norfolk needs you.

With eye-catching visuals and persuasive videos from staff, including Professor Nancy Fontaine, Chief Nurse at NNUH, our expert team created and delivered a targeted digital recruitment campaign via Facebook.

The campaign targeted qualified nurses, doctors, AHPs, paramedics and pharmacists, as well as retired professionals who we appealed to for short-term support to tackle the pandemic.

Using the tags #Norfolkneedsyou and #TeamNNUHneeds you, we increased the “shareability” of the campaign and garnered support for a recruitment drive that had never been more important.

The campaign ran for two months, throughout March and April, with impressive results.

At the height of the pandemic, our urgent recruitment campaign delivered 213 enquiries of interest, including 58 nurses, 68 Health Care Assistants, 11 Student Nurses, 11 Overseas Nurses plus 2 Nursing Associates.

Along with providing NNUH with the staff it needed during the crisis, it came at a fraction of the cost of using a ‘traditional’ recruitment agency or temporary staff.

It was a hugely successful campaign that supported NNUH during an extremely challenging period.

The client said...


We have built a strong relationship with Just R over the years, which stood us in good stead when we needed to recruit quickly during the pandemic. The Norfolk needs you campaign was very successful and looped in seamlessly with our wider recruitment efforts, allowing us to find and hire the people we needed, when we needed them. We had an excellent response and could have staffed another ward if we had needed to.


Neil Fisher

Recruitment Manager
Norfolk and Norwich University Hospitals NHS FT


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