Multi-Channel Recruitment Campaign for Healthcare Workforce Growth

The Challenge

Together Healthcare, a collaboration between Hoople and Wye Valley NHS Trust, approached The DM Lab to address a critical challenge:

a growing vacancy gap across healthcare roles in Herefordshire.

The objective was to raise awareness and drive applications through a targeted recruitment campaign, while competing in a highly competitive employment market.

The campaign needed to:

generate high levels of local awareness
attract suitable candidates across multiple roles
deliver measurable application volumes
operate within defined cost-per-acquisition targets
focus on a hyper-local geographic area

The goal was to create a joined-up campaign that combined digital and physical channels to drive real recruitment outcomes.

Our Approach

We developed a data-driven, multi-channel recruitment strategy, designed to create multiple touchpoints and “micro-moments” where potential applicants could discover, research and apply for roles.

The focus was on building a connected journey from awareness through to application.

Digital Strategy & Campaign Structure

The campaign was built around:

targeted digital media (Google Ads and social platforms)
a simplified and optimised application journey
consistent messaging across all channels
hyper-local targeting within a 30–40 mile radius

The strategy focused on capturing intent at different stages of the user journey, ensuring potential applicants could engage when ready.

Website & Application Experience

A key part of the campaign was the development of:

a new website
a streamlined online application process

The focus was on reducing friction and improving usability.

This ensured:

faster application completion
improved data capture
reduced drop-off rates

This aligns with our approach to building conversion-focused digital platforms, not just informational websites.

Multi-Channel Campaign Delivery

The campaign extended beyond digital into a fully integrated marketing approach.

This included:

Google Ads and Facebook advertising campaigns
social media profile creation and management
YouTube channel and video content
Eventbrite integration for engagement
radio advertising (Sunshine Radio)
print assets and physical media placement
football sponsorship placements (Hereford FC)
large-format branding (buildings, screens, programme features)

Over 6,000 printed assets were distributed to support local awareness.

This multi-channel approach ensured consistent visibility across both digital and physical environments.

Creative & Content Production

To support the campaign, we developed:

high-quality video content
teaser campaigns
social media assets
branded campaign visuals

The aim was to create engaging content that encouraged interaction and reinforced campaign messaging across multiple touchpoints.

Results & Impact

Campaign Performance

8,500+ website visits
317 online applications
7.17% conversion rate
£17 cost per application (Google Ads)

Awareness & Reach

90,000+ digital reach
700,000+ impressions
strong hyper-local visibility across Herefordshire

Strategic Outcome

successful delivery of a multi-channel recruitment campaign
measurable application generation within a competitive sector
improved accessibility and usability of the application process
increased awareness of healthcare employment opportunities locally

The campaign delivered both visibility and measurable recruitment outcomes.

Learnings & Ongoing Opportunity

The campaign highlighted several key insights:

simplifying the application process improves conversion rates
digital-first strategies allow faster data collection and optimisation
micro-moment targeting increases engagement across the user journey
strong integration between channels improves overall performance

Future opportunities include:

expanding the website into a long-term healthcare resource platform
increasing organic search visibility
introducing automated marketing and email follow-ups
expanding physical media coverage
strengthening partnerships and retention strategies

What This Demonstrates

This project highlights The DM Lab’s ability to:

deliver large-scale, multi-channel campaigns
combine digital and physical media effectively
create conversion-focused recruitment platforms
use data-driven strategies to optimise performance
support public sector and healthcare organisations with measurable outcomes

The Together Healthcare campaign demonstrates how a structured, multi-channel digital strategy can address real-world challenges such as workforce recruitment.

By combining digital media, platform design and campaign delivery, we created a system that not only raised awareness but generated measurable applications and engagement.