Turning a moment of student rejection into a moment of optimism to fill a critical NHS recruitment gap


Turning a moment of student rejection into a moment of optimism to fill a critical NHS recruitment gap, NHS and UCAS / Mediahub
With the NHS facing a deficit of 40,000+ nurses in the UK, attracting new nurse students is critical to the future of the institution. Faced with this huge recruitment challenge, we identified a previously untapped opportunity to drive incremental applications outside the established UCAS application deadline; the ‘clearing window’.

Our research told us this is a moment fraught with anxiety for unsuccessful teens. So, to turn this moment of rejection into a moment of optimism, by offering students an enviable career prospect with one of the nations most valued institutions, we needed a media approach that balanced emotional and rational messaging.

To earn their trust we went straight to the source of their despair and partnered with UCAS. A series of inspirational emotion led content via targeted sequential emails and paid social inspired our teens to sign up to our step-by-step guide. From there, we handheld them through the application process through our personalised CRM programme.

We drove nearly 500 accepted university placements, at a cost 51x times cheaper than the standard NHS recruitment cost. Fundamentally, the campaign also established a partnership with UCAS that will forever change how the NHS engage with the very audience vital for its survival.