The campaign is in its third year and is designed to target nurses in particular, 380,000 of which are employed in England. Launched last week, the initiative uses advertising in the trade press, consumer press and national newspapers with the message ‘Join the team, make a difference’.
The scheme started with a six-week advertising campaign and will use further PR activity after that period.
As well as encouraging staff to join the NHS, the campaign will aim to boost staff retention through the ‘improving working lives’ strategy and the ‘agenda for change’ pay deal operated centrally at the DoH.
The NHS is not recruiting to reach a specific target but said it wanted to improve on the 80,000 hits it had on its website last year.
Further information can be found at the helpline on 0845 6060 6555 or www.nhs.uk/careers.