Case Study

Integrated Talent Attraction





NHS Healthcare

services provided:

Recruitment Marketing
Paid Social
Google Search Ads
Google Display
Web Design
Out of Home


MKUH appointed WSA to conceptualise, plan and deliver an integrated campaign to position them as an NHS employer of choice for the local region.

They needed a wide reaching campaign that would simultaneously build brand equity and attract healthcare talent from Milton Keynes and the surrounding region.

The solution

The team began with a detailed study of NHS employee data and regional trends that would help to build an understanding of how the campaign could be effectively designed.

WSA explored a series of creative concepts before the client settled on a photography led style that could be adapted to showcase their diverse workforce and career opportunities.

In order to achieve the reach and visibility needed to make an impact, the campaign ran across channels including radio, out of home, public transport, streaming, social media and search. The new campaign launched at a major local careers event along with a dedicated recruitment website.

The Results

Over 13,000,000 Impressions

500% above INdustry benchmark social CTR

Branded Search CTR 17.9%

34,000 Website Visitors

9x lower search cpc than Industry benchmark Average

Non-Brand Search CTR 8.7%

From the client

“The thoughtful research that WSA provided from the start of this campaign was invaluable. We were very impressed with the breadth of creative solutions provided and the detailed rationale behind every suggestion. Each concept was innovative and unique, but always justified with useful data. Progress from ideation to creation and implementation followed a clear strategy and we were impressed by the flexible ethos that agency staff embodied. We are delighted with the creative resources we have gained from this partnership and the strategic pathway that has been defined for current and future success.”