We Are Royal Papworth – Social Media Recruitment


NHS Royal Papworth Hospital is the UK’s leading heart and lung hospital. In 2018 the hospital was preparing to move to the Cambridge Biomedical Campus. They approached OST to devise and run an innovative social media campaign to showcase the benefits of the move and attract new employees.

Over a 3-month period our objectives were twofold: (i) to raise awareness of the benefits of moving to the new campus and (ii) to create a new stream of applications for jobs at NHS Royal Papworth.  To meet this objective we created a highly sophisticated Facebook and Instagram advertising campaign, targeting specific personas within limited geographical areas with a portfolio of eye-catching creatives.

Our Creative Team interviewed a range of Royal Papworth’s staff, hearing their stories and getting their insights into life at the hospital. These sessions were converted into a showcase video and a series of compelling clips, which were then promoted to our targeted audience. Through re-targeting we were able to focus our advertising on the most engaged members of our audience and deliver some amazing results.

ClientNHS Royal Papworth
Core ServiceSocial Media Recruitment
Project DateOctober - December 2018

Amazing Results

Over the 3 months the campaign was viewed by 200,000 individuals who met our targeting requirements. This activity generated over 5,000 clicks through to the job application landing pages and, by the time of the move, resulted in nearly 300 formal enquiries for roles at NHS Royal Papworth.

200,000 targeted views

5,000 job application clicks

300 role enquiries

OST created a wide range of engaging content and helped us to target Facebook and Instagram adverts to the right audience. As a result, we saw a huge increase in traffic to the ‘Working for Us’ section of our website as well as over 200 leads from nurses and healthcare support workers. We are now just two months ahead of the move to our new hospital and are seeing an increase in interested candidates, which we believe is a result of the ‘We are Royal Papworth’ campaign.

Kate Waters Head of Communications, NHS Royal Papworth