Optimizing talent touchpoints to boost employer attraction for Barts Health

Challenges

Big volumes mean big hiring challenges

England’s largest NHS trust, Bart’s Health, needed to engage both passive and active candidates, boost attraction and accelerate the hiring process. And since candidate experience is a large factor in whether you make a successful hire, optimizing every talent touchpoint was a priority.

Bart’s Health partnered with Cielo to ensure its talent touchpoints reflected its employee value proposition and messaging.

Solutions

Targeted recruitment & revamped EVP

Bart’s Health collaborated with Cielo’s Employer Brand & Recruitment Marketing team to meticulously map and elevate these critical talent touchpoints, ensuring the company delivers exceptional experiences. This ensured that the substantial efforts invested in candidate attraction yielded a high conversion rate.

By conducting thorough research of the U.K. and European markets and auditing key talent competitors, Cielo’s employer brand team developed a highly targeted recruitment marketing campaign. This initiative, led by a revamped employee value proposition (EVP), was reinforced by the redesign of the online careers pages, as well as strategic advertising and collateral. The employee value proposition was strategically integrated into critical talent touchpoints along the candidate journey to enhance conversion rates.

Results

Through refining and amplifying the client's EVP across multiple talent touchpoints, we observed an upsurge in website conversions, a decrease in time to fill, heightened brand awareness, and a reduction in the cost of hire.