NHS Grampian launches innovative Moray Recruitment Campaign to attract top talent and enhance work-life balance in healthcare
Published: 23/01/2024 15:01NHS Grampian today unveiled a ground-breaking national recruitment campaign to attract healthcare professionals to the captivating region of Moray, Scotland.
This initiative not only highlights the outstanding career opportunities within Moray, Dr Gray’s Hospital and its newly relaunched maternity service but centres on the exceptional lifestyle and work-life balance that living and working in the picturesque area has to offer.
The campaign, which launches this week and involves TV, advertising and social media, comes after extensive research, surveys and staff feedback, homed in on the unique aspects that make Moray an alluring destination for healthcare professionals.
Surveys of individuals from diverse backgrounds revealed common themes, including a love for outdoor activities and a desire for a harmonious work-life balance.
Jane Gill, Maternity Programme Lead at NHS Grampian, said, "We are eager to showcase the incredible opportunities awaiting healthcare professionals in Moray and the North of Scotland, of course.
“But, it’s clear we needed to try something different so we asked ourselves, “what can we offer that nowhere else can?” And that’s Moray itself. Our part of the world is a truly hidden gem in the UK that offers the best of country and urban living.
“This is not about just filling positions but fulfilling positions. We want to attract people to come and live here and we know from so many of our current staff that once folk come here, they don’t want to leave.
“One of the campaign tag lines is “Make a life, not just a living” and we want to help people to put down roots here and enjoy the better standard of living, our environment and the work life balance that we can offer. We’ve relocation packages on offer and have included information in the campaign about employment opportunities for healthcare professionals themselves, as you’d expect, but also for their families.“
left to right: Hilary Reid (Senior Charge Midwife), Jane Gill, (Programme Director NHS Highland & NHS Grampian Maternity Collaborative) and Tracy Stronach, (Charge Midwife / Maternity Clinical Lead)
The new campaign extends beyond traditional healthcare recruitment channels to engage a wider audience and, it’s hoped, will grab people's attention in places they might not expect.
“We are collaborating with prestigious platforms such as BBC Wildlife, Google, SKY, Mountain Biking UK and many others,” Jane added.
“We’re not aware of another healthcare recruitment campaign that's been done in this way before and we certainly haven’t. It’s really exciting and underscores our new innovative approach to connecting with potential candidates.”
She also said the campaign will target major cities in England using TV and social media platforms such as Snapchat, TikTok and others to highlight the Moray area and the exceptional lifestyle and work-life balance that sets the region apart.
The campaign aims to recruit dozens of new staff to the area including over 20 in Moray’s new maternity service.
Jane continued: "This represents a really significant investment and projections show our campaign could be seen by more than 1 million people over the next few months. If we can attract even a small percentage of people who see it to Moray, it has the potential to be a game changer not just for our new maternity service, but for health and social care in Moray for the next generation.”
The campaign is backed by its own dedicated recruitment website and portal at www.wishyouworkedhere.scot and benefits from a series of short videos showcasing the area developed by Elgin based local company, Northport Studio.
You can view the films, one of which will be shown on SKY TV over the next few weeks, at:
A selection of campaign posters are available (pdf).