The Welsh Assembly Government’s Task and Finish Group commissioned Equinox to assist in recruiting and retaining staff with the right skills, competence and motivation to deliver a complex range of social care services.
Specifically, Equinox was tasked with drafting a communications strategy and, if approved, implementing the key actions of the plan.
Equinox planned a three-pronged campaign: job fairs across Wales complemented by an advertising campaign; proactive media relations activity to support these fairs and, finally, by commissioning a video to be used in the future at job fairs.
Key objective was to stimulate interest in the sector and encourage more people to apply for the vacancies.
Equinox organised and project-managed fairs in five different locations around Wales, sourcing venues, liaising with exhibitors and working with key stakeholders such as colleges, universities, employment agencies and ELWa.
The media relations activity included a local advertising campaign and production of bi-lingual promotional materials.
Finally, the “Talking Heads” video highlighted the varied roles and challenges facing social services with nurses, carers and sector users providing sound-bites to champion the sector.
The video is used in job fairs, careers conferences, at schools, colleges and universities.
The strategy proved highly successful. High profile and extensive coverage was attained in print and broadcast media, several hundred people attended each fair, five per cent were offered jobs and many more signed up for training.