Recruitment and retention: NHS

Motivating graduates to be part of the biggest change programme in Europe

The brief

The NHS is the largest employer in Europe. But working in the NHS is challenging, although one which many relish. Our brief was to capture an understanding of why high calibre managers work in the NHS and use this knowledge to attract better graduates to the NHS's prestigious management training schemes.

We were given the opportunity to completely reconsider the branding and marketing strategy for the schemes and set metrics to measure achievement.

The solution

This completely integrated marketing solution embraced the needs of all audiences. The campaign included print, online self-assessment and registration, print advertising and support for the 'milk round'.

Applications increased, and quality rocketed and the NHS entered the Times top ten employers for the first time.

"The Team's approach to the work was innovative, challenging and highly effective. They understood what we required and were able to work with us to develop the brief, achieving far more than we had originally planned to do. They show commitment to the work and to us as a client and I'd be very happy to recommend them."
Karen Lynas, Programme Director,
Executive Leadership and Graduate Schemes, NHS Leadership Centre

DBA Design Effectiveness Awards winner 2001
Association of Graduate Recruiters Awards 2001
McNaughton Book of the Year 2001