Social Media Campaigns
Often used in conjunction with a video, social media campaigns are aimed at spreading news of a vacancy to the widest possible audience beyond NHS recruitment avenues, including to those not actively looking for a career move but who might be tempted, or to the family members of potential applicants.
Such campaigns often feature a press release, a dedicated website, and a catchy hashtag. Some have included photos of the hashtag on a poster taken at local beauty spots, or spoof ‘WANTED!’ posters. The Lostwithiel campaign includes an image of a large cheque made out to ‘YOU’ for ‘a great salary’ and signed by ‘Lostwithiel’.
One idea to reach people who may not actively be looking for a post is to use social media groups focused on particular leisure or sporting activities, such as hiking, cycling or wild swimming.
Drawing on local residents’ skills in marketing, design and communications, where these exist, can help raise the profile of a campaign, particularly getting it into local and national press and broadcast media. Having a stakeholder liaison committee can help with identifying relevant professional skills available locally. In tourist areas, this could include scouting for skills amongst second home owners as well as permanent residents.
Colonsay
The island of Colonsay re-advertised their GP job in the British Medical Journal after an initial failure to recruit, with the local patient representative group working closely with the NHS. The retiring GP couple made a video about the job and the way of life which is linked below.
The founder of the patient representative group gave an interview to the Oban Times, and the story of the vacancy was then picked up by other newspapers, including The Scotsman and The Guardian.
Two of the four members of the patient representative group joined the interview panel, and the Oban Times reported on the successful recruitment of a new GP.
