ABOUT

Gloucestershire Hospitals needed to resolve their ongoing difficulty in attracting temporary
workers. We devised a standalone HR brand for part-time staff ensuring that their existing bank
workers felt more included and part of the wider team. The new branding also had to work within their existing HR brand (‘extraordinary everyday’), adhere to NHS guidelines, and have a clean and modern look.

Our solution was ‘#flexibleOurs’, a play on words that signified the temporary roles whilst
intimating inclusivity, delivered in a vibrant, clever and engaging way to rival the competitive high street agency market. These weren’t just part-time recruits; they were very much valued additions to the team.

Gloucestershire Hospitals saw an increase in internal bank cover within Registered Nurses by 66% and Healthcare Assistants by 37%, giving a total financial saving of £1.7m in recruitment agency fees within the first 12 months. Following its success, the initiative was rolled out to neighbouring NHS Trusts as an outstanding example and shortlisted for the Recruitment Marketing Awards.

“What has been really successful and what we set out to achieve… was to give the Temporary Staffing Service an identity and a feeling of value and inclusion. This has been demonstrated with some of the feedback we have received together with the use of #flexibleOurs in all our Twitter activity” Mel Murrell, Associate Director of Transactional Resourcing for Gloucestershire Royal Hospitals.