International recruitment, told as a human story.

A six-month NHS recruitment campaign built around belonging, support and life in Liverpool, not just the job description.

The Challenge

Moving country for work is a major life decision. For overseas healthcare professionals, that decision is not only about pay or job title, it is about safety, belonging, career development, relocation support, and whether the new place will feel like home.

A job advert cannot answer those questions. Video can.

The Story We Found

The strongest message was support, not opportunity.

International candidates need to see that they will not be left to figure everything out alone. The content focused on pastoral care, training, team culture, the experience of relocating, and the city itself, through the voices of staff already doing the job.

Our Approach

Six months of staff-led storytelling, structured around the candidate journey: awareness, confidence, belonging, action. Each video answered a real question candidates ask before applying.

What We Delivered

Main recruitment campaign video

Staff story videos

International nurse testimonial edits

Short social clips

Location and lifestyle videos about Liverpool

Support and onboarding explainers

Vertical edits for social

Website and landing page assets

Story Pillars

Welcome

Arrival and first weeks

Airport pickups, accommodation, friendly handovers.

Support

Pastoral, training, mentoring

Buddy system, OSCE training, real workplace mentoring moments.

Belonging

Team and community

Multicultural teams in real interactions u2014 lunch, break rooms, ward handovers.

Progression

Career pathway

Senior staff who started where the candidate is now. Show the trajectory.

Campaign Facts

10+ Videos produced

6 months Campaign window

Staff stories Testimonial-led content

Support & onboarding Relocation messaging

The campaign sat within a wider period of international recruitment across the Mersey region, with NHS trusts working to attract and support internationally educated healthcare professionals through pastoral care, OSCE training, and buddy systems.

Need recruitment content that helps the right people see themselves in the role?

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International recruitment, told as a human story.

Need recruitment content that helps the right people see themselves in the role?

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