Over the last 18 months, the agency has worked closely with the Trust to bring their staff, patient and carer research to life by creating a campaign to celebrate the values and to embed them into the Trust’s recruitment and engagement activities.
WDAD Managing Director Mike Heal commented that whilst most Trusts recognise that knowing your EVP is important, it’s the extra effort North Mid has made, with the agency’s help, to creatively communicate it that has made a real difference.
“For example, we’ve just finished the Trust’s second annual employee recognition awards at Alexandra Palace. This year, the hugely successful event saw a 60% increase in nominations, with over 160 individuals and teams put forward by their colleagues as ‘living’ the values.
“In addition, we’ve taken the message through their recruitment advertising, branding and corporate imagery, as well as sitting it alongside the values-based recruitment approach which embeds community engagement (recruiting local people from their local community) at the centre of their attraction strategy.
“The NHS sector is one we know well – and with the on-going challenges all Trusts face we’re delighted that the initiative has contributed to some hugely positive results. The Trust’s vacancy rate is down to seven per cent – a 25% reduction over the last 5 months and the biggest decrease of all Trusts in London”.