South Metropolitan Health Service
Developing a Mental Health Talent Attraction Strategy.
NeonLogic were engaged to create a talent attraction strategy to:
- Educate and inform passive candidates about Mental Health job roles at SMHS so that they register their interest in future career opportunities.
- Attract active candidates to apply for specific roles within SMHS Mental Health areas across Fiona Stanley Hospital, Fremantle Hospital, and Rockingham Hospital.
- Educate ‘out of area’ candidates about working and living in Western Australia.
What We Did
Community challenges with mental health post the COVID-19 pandemic, meant increased demand for services and more specialist staff to deliver them. NeonLogic developed a Talent Attraction strategy, by conducting research and developing a Mental Health Talent Attraction Strategy. A key part of this strategy was the development of supporting materials aimed to position South Metropolitan Health Service as an employer of choice within the public health system in order to increase the number and quality of applicants from both the local market and interstate.
The Mental Health Talent Attraction Strategy included the following:
- Detailed research into candidate profiles.
- Mapping of the candidate’s experience and the various touchpoints from ‘search’ to ‘actively interested’.
- Advice around streamlining the application process to incorporate a ‘personal’ step in the journey where people could talk to someone about the opportunities prior to making a decision to apply or not.
- Design concepts depicting the “look and feel” most likely to attract suitable candidates.
- The creation of a new mental health careers information on the SMHS website.
- The creation of recruitment advertising for social media, websites, search engines, and colleges/ journals.
- The production of videos to demonstrate what it means to work in SMHS mental health services and within the south metropolitan area.
- The experience of people who had relocated from both overseas and interstate and what they loved about living and working in Western Australia.
The contract with the South Metropolitan Health Service achieved a number of successful outcomes, including:
- 262 expressions of interest for hard to to fill roles.
- 87.5 applicants assessed as suitable.
- 83% of EOI’s for medical, nursing or allied health roles.
- 96% of EOI’s from external sources
- 88% from metro WA