Adult Social Care (Essex County Council)

How PLMR Genesis helped Essex County Council launch a recruitment campaign to obtain new carers in Essex


Adult Social Care (Essex County Council)

Services provided

The Situation

Adult Social Care works with care providers across Essex to promote recruitment opportunities in the care sector.

The Adult Social Care team wanted to launch a recruitment campaign to obtain new carers for positions in Essex. They wanted to promote a career in care – targeting current health care workers and those individuals looking for a career change. Prospective applicants were to be targeted using digital advertising to encourage applications on the Department of Health and Social Care landing page.

What we did

PLMR Genesis implemented a 12-month omni-channel digital campaign through Meta (Facebook, Instagram, Audience Network, and Messenger), Google Display and YouTube advertising using a range of dedicated images and videos. The ads were developed to target job seekers with altruistic tendencies and were personalised to detailed interest, demographics, and social behaviour. Targeting for each sub-campaign was personalised to detailed interest, demographics, and online behaviour. The team leveraged emotive and benefit-driven marketing propositions to encourage interest and consideration in working in care.

The Result

The recruitment campaign generated a staggering 6 million impressions and 130,000 clicks across all platforms, ensuring many vacancies were filled. PLMR Genesis far exceeded client expectations and campaign objectives, because of this, the campaign was extended for a further 12 months in December 2022. The current phase two campaign is generating incredible results and is currently outperforming the previous campaign to date.

PLMR Genesis continue to deliver excellent service, ensuring our care recruitment campaign performance is strong. They are responsive and act on all requests very professionally. They played a crucial role in providing advice to support the launch of our new campaign at the end of last year. We are very pleased with the campaign and PLMR Genesis’ experience means there is little input needed from us. Thanks very much to Anna and her team for delivering a continually high-performing campaign.”

Tom Bendy – Procurement Manager

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