Championing the vital role of admin in healthcare
Admin teams keep the NHS moving.
Behind every appointment, every pathway and every patient experience are people making it all work. But their impact isn’t always seen.
Our Administering Skills for Good campaign set out to change that, reframing admin roles as essential to patient care and attracting the people needed to power them.
The challenge:
Changing perceptions. Filling critical roles. Fast.
UHBW needed to recruit for over 200 admin vacancies across multiple site and quickly.
But this wasn’t just a resourcing challenge. It was a perception issue. Admin roles were often overlooked, seen as functional rather than meaningful. The Trust needed to show they are integral to patient outcomes, and attract candidates motivated by that impact. With a time-sensitive Admin Recruitment Open Day planned, the campaign also needed to drive immediate action and convert interest into hires.
Our strategy: Reframing admin as essential to patient care
We set out to reposition admin roles with the campaign concept ‘Administering Skills for Good’ that celebrates the impact of these roles on patient care.
The strategy focused on shifting the narrative from tasks to purpose. Messaging brought to life the difference admin teams make every day, with lines like “Your skills keep care moving” putting impact front and centre. Visually, we broke away from traditional NHS recruitment. Bright, energetic creative and real admin environments gave the campaign standout and authenticity, while subtle animation and sound design reflected the pace and rhythm of the roles.
A targeted, digital-first approach ensured we reached the right audiences at the right moment, using mobile display and paid social to drive traffic to a dedicated landing page and encourage Open Day attendance.
Smart spend. Real impact. High-volume recruitment, delivered at pace
- 200+ vacancies promoted across the Trust
- 60 job offers made on the Open Day
- Strong engagement across paid social and mobile display
- High-quality attendance driven to a single conversion moment
- Positive feedback from candidates and hiring teams on clarity and appeal
From awareness to action
Turning a recruitment push into a movement
Administering Skills for Good didn’t just fill roles, it changed how they were seen.
By making the impact of admin visible, the campaign attracted people who wanted more than a job. It built pride in the role, strengthened its value across the Trust, and helped reposition admin as a vital part of patient care. A recruitment campaign that delivered immediate results, and long-term perception change.