What’s one profession we’ve all come to universally idolise in recent years? The nurses, doctors and allied health staff in our public hospitals are absolute heroes. We were asked by Hunter New England Local Health District to help them solve their dire recruitment challenge. The great resignation had them struggling to meet patient demand and they weren’t on the radar for Sydney health professionals.
Multi-modal research helped us define a distinct mindset; equity-driven health professionals who want challenging work, an exciting career and also seek adventure. As one doctor told us in our research:
“Camping, surfing, skiing... we are really intelligent but an unsung hero. We have fab stories not a cupboard full of trophies.”
To show you could progress your career and enjoy an adventurous outdoor lifestyle, we developed the Employer Value Proposition (EVP) ‘A different way’. This helped Hunter New England Health own their point of difference and stand out from competitors in metro areas, becoming an authentic challenger brand.
Targeted at mid-career health professionals, doctors and nurses who are fed up with the metro area lifestyle, the strategy talks to people who are looking for a better work-life balance without compromising their career.
Adventures and accolades. Why can’t we progress our career and still experience the best things in life? Family, community, the great outdoors and exciting adventures.
Determined to showcase the real-life heroes of the region in our campaign, from the get go, our call out unearthed an overwhelming number of real stories from the people of Hunter New England Health. It confirmed the strategy and made the final talent selection really difficult!
The campaign shoot took us offroad and into nature across the Hunter and New England region: Merewether Baths and Glenrock State Conservation Area (Awabakal Country), Maitland Hospital (Wonnarua Country), Oxley Lookout in Tamworth (Kamilaroi Country), and Gara Gorge in Armidale (Nganyaywana Country). We filmed the talent in their element at work and in their favourite local adventure – cycling, rock-climbing, swimming and bushwalking in these spectacular locations.
An integrated recruitment campaign using video, advertising, socials and international events reduced job vacancies by 24%. By using real people from NSW Health and involving stakeholders from top to bottom, we achieved internal buy-in turning staff into advocates as they now have clairty on what makes Hunter New England Health unique in the competitive health recruitment market.
Creative Direction: Brooke Moyle & David Mackenzie
Graphic Design: David Mackenzie
Director: Mark Alston
DOP: Kevin Holloway
Producer: Michael Hollis
Sound: Clint Topic, Sawtooth Studios
Photography: Lee Illfield
