Case studies
Acertus has provided an executive search and selection service for a wide range of senior positions across a large number of organisations and industry sectors. We bring the same level of creativity, innovation and attention to detail to every project. That's the reason why most of our clients work with us on an on-going basis.
NHS Brent – How to attract the best?
Employee Branding and Candidate Attraction Strategies
NHS Brent has been on a journey, and it is fair to say that the organisation experienced some difficulties in its fairly recent past. One unfortunate outcome has resulted in long term problems in attracting staff. However, since then significant and impressive improvements have been made at NHS Brent; there is a strong executive team in place, one of the strongest financial positions in London and a clear direction for achieving their vision of “Making a significant improvement to the health and well being of the people of Brent.” But how best to communicate this to potential candidates?
NHS Brent firstly ran a web based confidential survey. Its purpose was to gather the informed opinions and views from a range of sources, both their own staff and from those organisations external to NHS Brent, stakeholder or otherwise.
Using this and other sources of information, Mike Frier, Head of Design and Branding at Acertus formulated a range of articulated brand identities. Once the final brand and visual had been selected, it was used as the basis for a visual identity and subsequent brand communications in connection with a forthcoming volume recruitment campaign. The design selected by NHS Brent was incredibly striking and visually very attractive and eye-catching.
The volume recruitment campaign (c45 vacancies in total) was for opportunities ranging from Team Administrators through to Deputy Director level posts. Acertus advised NHS Brent on the advertising options available, and appropriate media (online and offline) were selected. Advertisements were placed in two publications and a small number of websites (click here to view the ad) with smaller “teaser” ads directing interested candidates to the dedicated recruitment microsite.
The dedicated recruitment site – www.discovernhsbrent.co.uk, designed and managed by Acertus meant that this was a highly cost effective and targeted strategy to reach and attract a wide range of candidates to encourage them to seriously consider the exciting prospect of working for NHS Brent.
What was the result? NHS Brent is very happy and rates the exercise and outcomes as a great success!
Is a private sector appointee right?
Attracting candidates
What happens when times turn hard and executives are less inclined to move home to take up new vacancies? This was the situation which faced a struggling NHS Trust when it came to recruit its new HR Director. This role was only one of many that saw most of the senior board replaced. In the end the role really only appealed to those within close commuting distance. Through further refining our search strategy we were able to identify and attract a very strong candidate with FTSE 100 and not-for-profit experience.
A managed service is about more than recruitment
When the provider arm of a large PCT approached Acertus's sister company, Inlign, to deliver a managed recruitment service for a wide range of roles, we realised that there was a great deal to do that would not necessarily be considered 'recruitment'. Initially, we worked with the client to deliver high profile interim corporate branding. This was backed by a microsite that could give more information about the client and the vacancies it had available. In addition, we took care of its advertised search and candidate management across a wide range of positions - from Head of Corporate Governance, Head of Communications to Interim Head of Service. This service provided a fair, transparent and consistent approach across all its recruitment activities.
Employee Branding and Candidate Attraction Strategies
NHS Brent has been on a journey, and it is fair to say that the organisation experienced some difficulties in its fairly recent past. One unfortunate outcome has resulted in long term problems in attracting staff. However, since then significant and impressive improvements have been made at NHS Brent; there is a strong executive team in place, one of the strongest financial positions in London and a clear direction for achieving their vision of “Making a significant improvement to the health and well being of the people of Brent.” But how best to communicate this to potential candidates?
NHS Brent firstly ran a web based confidential survey. Its purpose was to gather the informed opinions and views from a range of sources, both their own staff and from those organisations external to NHS Brent, stakeholder or otherwise.
Using this and other sources of information, Mike Frier, Head of Design and Branding at Acertus formulated a range of articulated brand identities. Once the final brand and visual had been selected, it was used as the basis for a visual identity and subsequent brand communications in connection with a forthcoming volume recruitment campaign. The design selected by NHS Brent was incredibly striking and visually very attractive and eye-catching.
The volume recruitment campaign (c45 vacancies in total) was for opportunities ranging from Team Administrators through to Deputy Director level posts. Acertus advised NHS Brent on the advertising options available, and appropriate media (online and offline) were selected. Advertisements were placed in two publications and a small number of websites (click here to view the ad) with smaller “teaser” ads directing interested candidates to the dedicated recruitment microsite.
The dedicated recruitment site – www.discovernhsbrent.co.uk, designed and managed by Acertus meant that this was a highly cost effective and targeted strategy to reach and attract a wide range of candidates to encourage them to seriously consider the exciting prospect of working for NHS Brent.
What was the result? NHS Brent is very happy and rates the exercise and outcomes as a great success!
Is a private sector appointee right?
When this large London Teaching NHS Trust began its search for a Director of Human Resources and Organisational Development, some members of the Board felt that a new appointee from the commercial sector would bring a fresh approach. Working closely with the senior team within the Trust, taking a range of opinions into account, we delivered a shortlist which included two candidates from the NHS and two from out of sector. This range of prospective appointees allowed the interview panel to clarify exactly the type of person they needed for the role and gave them choice. Through the rigorous selection process a highly renowned and successful candidate from within the NHS was appointed.
The title Director of Finance (Designate) may not appeal to every aspiring Finance Director. Especially when the Designate part may stay in place for an extended period after the appointment. Through a highly comprehensive search, targeted web and print advertising campaign we were able to deliver a shortlist of five, very different candidates for the panel to select from. In this instance a candidate from a national commercial radio company was appointed and whilst busy, is thoroughly enjoying his new role and the challenge! .
A small talent pool is no drawback
What happens when times turn hard and executives are less inclined to move home to take up new vacancies? This was the situation which faced a struggling NHS Trust when it came to recruit its new HR Director. This role was only one of many that saw most of the senior board replaced. In the end the role really only appealed to those within close commuting distance. Through further refining our search strategy we were able to identify and attract a very strong candidate with FTSE 100 and not-for-profit experience.
You can find out more about Inlign here
