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Four members of hospital staff with masks on
The potential of these pages

The potential of these pages

In 2021, we ran a specific paid-for campaign for critical care. This was organised and funded by the central recruitment team, and delivered largely by an agency.

The campaign included

  • Paid-for posts on social media (Facebook and Twitter)
  • Organic (non-paid for) posts on the ACCU, The Royal London and Barts Health Twitter accounts, as well as Barts Health Instagram
  • A dedicated #Shapeyourstory in critical care page
  • NHS Jobs

What the results showed

  • NHS Jobs was the biggest generator of shortlisted applications, which is to be expected as potential recruits, particularly clinical, may have registered for job alerts. However to cut through other available vacancies, we can use our Shape your story recruitment guide [pdf] 4MB.
  • Our organic campaigns were the second highest generator of applications. This indicates that our most suitable candidates are already known to us, and interested in working for us. To take advantage of this for future campaigns, we should keep our recruitment pages up to date, and post regularly engaging posts on our social channels.
  • The highest conversion rates from application to shortlisting was from our dedicated recruitment page and our organic social media campaigns. This shows that the depth of information shared through news stories and films helps candidates understand if they're the right fit for the role - and encourages them to apply.
A nurse and doctor at St Bartholomew's Hospital oversee a cardiac procedure.

Building a recruitment page

We have designed this page to be in line with our employer brand, Shape your story [pdf] 16MB.

This page has unique qualities:

  • It has its own page style (Barts - recruitment page). You apply this at page level (style).
  • Each row of content will automatically have either a white or warm white background attached to it. This alternates between rows; you don't need to do anything. Add each row in the top row (from layout view) so that the design stretches across the full width of the page.
  • The rows of content should alternate between a left and right image. This is explained below.
  • When applying the open styles (eg every option except an accordion), you will need to turn the headline off. You do this from the layout menu, click 'edit text content placement' and turn headline off. Make sure in your text content your headline is using 'heading 2'.
  • The bottom skyline is our Shape Your Story skyline. This is automatically applied when you choose the page style.
Choosing an image style

Choosing an image style

The final page design should alternate between left and right images or videos - you choose this with your placement style.

When using a standard piece of text content, choose a thumbnail image. After it's placed into your page, choose a placement style from the layout view. The options available to you are called: "Recruitment - Image [left or right] - [hospital name]". 

For our trust-wide recruitment pages, you can use a selection of hospital image styles. For hospital-specific recruitment pages, you should only use the styles for your hospital.

Barts Heart centre nurse with headscarf

Using accordions

You have a range of accordions to use on a recruitment page.

If you are designing a trust-wide recruitment page, you can use a selection of all colours. If you are designing a hospital-specific recruitment page, you should use the designated accordion for your hospital.

These styles are named "Barts - accordion - [hospital name]".

Adding a video

Adding a video to your page

Film content is more engaging than text alone, so promote your films on your landing page.

I've created this using a content collection and styled with the placement style "Barts - video placement [left or right] - default page".

To create a content collection:

  1. Create your pieces of text content. This will be a separate piece of text content for your film and your text. Name them using our naming style: page name: subject
  2. Your video size should be 450 high and 100% wide. You change these sizes in the 'source' code in the text content.
  3. Under publishing in the CMS menu, click the plus next to content collection.
  4. Name your content collection using our naming style and add a headline.
  5. You don't need to select a type.
  6. Search for your pieces of text content within the "text items" field.
  7. Publish to site.
  8. Turn the heading off on your content collection by selecting edit content collection from the layout view and selecting no headline.

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