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Careers site and traffic driving strategy One Care

In a nutshell

One Care, a consortium representing 80+ GP practices in Bristol, North Somerset and South Gloucestershire, wanted to realise efficiencies and help attract clinical and support staff for work in general practice within the region.

The challenge

With 80+ practices, all with their own budgets, there was concern that actually the One Care members were often competing with each other to attract staff, rather than presenting the benefits of living and working in the South West and within GP practice as a whole. DNA were tasked with developing a joined up strategy to help them make the most of what united them and show this shared vision to potential candidates to attract the best candidates to working in general practice and their region.

The solution

DNA developed a careers site which:

  • Provided an engaging candidate experience to mobile and desktop users
  • Showed the benefits of living and working in Bristol, North Somerset and South Gloucestershire
  • Showcased each practice with a profile detailing its unique approach and facilities
  • Brought the employment experience to life with employee stories in video and written format
  • Advertised all clinical and support vacancies in all practices
  • Linked jobs back to for application
  • Allowed candidates to register for jobs by email alerts to receive updates when relevant new jobs were added, driving repeat traffic and a candidate friendly experience for users

Then, post-launch, we created an attraction strategy to drive people to the careers site including:

  • Pay per click on Google – showing relevant jobs to job searchers on Google based on their specific query
  • Social media advertising – across a range of networks, using a variety of creative messaging
  • Targeted advertising on Nursing Times and BMJ publications and websites and via targeted emails

The outcome

It’s early days but the site has increased its organic reach and overall traffic numbers on Google month on month. The introduction of the attraction strategy drove a huge increase in traffic in its first fortnight and continues to grow. One Care’s members are seeing the benefits of a joined up approach where all jobs are being seen by a wider audience.

We’re now looking ahead to optimizing the site for Google for Jobs (due to hit the UK in Summer 2018) and improving the candidate experience further through the addition of more engaging content.

In categories: Advertising, Attraction and engagement, Career Sites

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