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Health Education England

Nurse recruitment campaign

Even before the coronavirus outbreak, nurse recruitment was a priority for the NHS and for government policy as a whole.

To address the challenge, Health Education England developed a strategy to send personalised emails to young people thinking about studying nursing (and others considering a career-switch) to help them through the process. The problem: to identify those people in the first place.

We collected data from Health Education England’s website and from UK-wide recruitment events, and planned four eCRM journeys – based on individuals’ interests and where they were on the university application process. Tailored content then provided information, and guided people through the process.

The campaign achieved an average open rate of 42.5%, with 65% of recipients opening the initial welcome email. Engagement was also high, with average click-through rates of around 15%. Of the 49,000 people contacted, more than a quarter said they applied to UCAS (the Universities and Colleges Admission Service) at some stage on the email journey.

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