Industry: Healthcare / public sector
Products/services used: data / bespoke research, campaigns (email, targeted social videos, Facebook live event), display advertising across ucas.com
Results: nursing applicant insights, a dynamic multi-channel strategy speaking to potential future nurses, leading to an increase in nursing searches and applicants
Since 2019, UCAS and NHS England have combined forces to grow the nursing workforce
After the pandemic, we needed to take this partnership to another level.
Falling application numbers for nursing careers
Media coverage also starkly laid bare the job's realities
"As registered nurses for the NHS, it’s been a real pleasure to be a part of this joint work with UCAS. This report gives us valuable insights into our nurses of the future – who they are, what they believe and their motivations for choosing this worthwhile profession that we’ve been proud to call our own for so long.
The insights from this work will support us, and our partners in the health and care system, to continue to build a nursing workforce that is highly skilled, critically thinking, and with the right values. Capturing the views of those starting out in their nursing career is crucial to this because they are the future of this profession."
Dr Ruth May, Chief Nursing Officer for England & Professor Mark Radford CBE, Chief Nurse, Health Education England, and Deputy Chief Nursing Officer for England
Our unique relationship with students helped uncover nursing applicants’ deepest motivations and barriers
The findings drove a comprehensive campaign, where we spoke directly to the next generation of nurses
We did this through email, display, social, physical events and live broadcasts.
The campaign maximised our scale to reach them, leveraged our trust to engage them, and empowered them to follow their career goals.