Employer branding in a candidate scarce marketRecfest 2014

About Care UK

Began life in

1982

Employs over

22,000people

105Operates

residential and nursing care homes

151,000homecare hours delivered

every week

50Operates over

dedicated NHSservices

13,000 people cared for in local communites

What we do in Health Care

7,500We employ

We operate

18mental health

facilities

56,000registered patients

at 13 of our NHS GP practises

250,000outpatient procedures in

NHS treatment and assessment centres

500,000patients use our NHS walk in and urgent care centres

With

What we do in Health Care

Over 1 millionNHS patients treated in total

Over 15 millionpatients covered by our NHS out of hours and 111 services

We’ve got it covered

A candidate scarce market

I have a fantastic GP Resourcing

Manager

ApproachingGP practises

Scouring ourATS and

talent pools

Networking Advertising Direct sourcing through LinkedIn etc

120 hiresin 6 months

He delivered

99%direct

Yet we still cannot fill a number of ongoing challenging roles…

The challenge of recruiting GPs

Vacancy rates have quadrupled in the last 12 months

GP experts have warned of a looming workforce crisis

50% of GPs are considering early retirement

BMA warns government proposed contract changes are decreasing morale and increasing stress

In some areas there is currently 1 GP covering 8,000 patients!

So why would someone choose Care UK over another provider

The Pros The Cons

We deliver high quality treatment

There isn’t the administrative burden

experienced in other providers

We have fantastic standards of

clinical governance and quality

Opportunity for development into

Medical Leadership roles

Negative publicity towards private healthcare providers can ‘turn off’ candidates

The loss of a generous NHS pension

Lack of awareness of the size of Care UK and the roles we have

Lack of awareness of opportunity to work within the NHS and with us

The need for a GP specific brand

Care UK is perceived as a residential care and community services company

GPs are unaware of our scope and the opportunity

Research identified a need for a specific brand

So… we worked with

to develop our first role specific brand

How have we used this brand

PPC campaigns for specific locations

Mailshots

Mailings to include our giveaways

Media advertising

Careers events/exhibitions

Feedback

Stands out and gives a real feel for the scope of opportunities at Care UK

Don’t understand the boots concept

Love it

Helps to move Care UK’s brand from the residential care and community services

Exciting and on message

Really interesting to understand the

opportunities across all our services

Outcomes

10 GP hires from the event

25 expressions of interest for roles when available

3 internal moves from OOH to PC

6 hires in hard to fill locations

And a further 12 hires frommailings/eshots