...goes with the territory
Australia’s Northern Territory provides more than just stunning landscapes and a laid-back lifestyle. The Territory offers supportive workplaces, multicultural communities, a real sense of adventure, and the opportunity to fast-track your career.
The Challenge
Recruitment in a variety of health professions in the Northern Territory (NT) is a significant and ongoing issue and is further compounded by similar challenges at the national and global level.
Many of these professions have been identified as skill shortages. This campaign had to support and address supply of suitable, qualified health professional candidates to fill critical healthcare professional
vacancies, and to maintain a sustainable workforce across the NT healthcare sectors.
We needed to ensure NT health services continue to provide patient-centred care for the NT with a stand-out campaign, highlighting the opportunities and many benefits of working in Health in the NT in a way that no other jurisdiction can own.
The Solution
So, we posed the question; what does our message need to do to convince this cohort that the NT is the place for them to have a thriving career? Packing your life up, moving somewhere new and starting a new job is a daunting task for anyone. The factors driving these decisions are often highly emotional, though will almost always be backed up by research and facts to justify the decision… or not.
As such, our job is to sell the Territory to the heart and give the head enough to justify it. We can appeal to the heart through the incredible lifestyle changes the NT has to offer, and help the head justify it with the promise that the move will help advance your career in health.
So when when something is a normal, natural, and accepted part of a particular situation, it ‘goes with the Territory’. In the case of working in the health sector in the NT, so many benefits, positives and influencing factors ‘go with the Territory’.
This insight led to the following idea that creates a unique and ‘ownable’ campaign platform that allows us to feed in our unique points of difference.
Because here, a greater life for health workers goes with the Territory.
A refreshed site
As part of this project, we strategised, designed and developed a website to provide curious health professionals with a mountain of supporting information to backup the campaign. Including information about relocating to the NT from interstate and overseas, and the huge variety of locations and health sectors that could be open to them. This website was not only acting as an information resource, but listed live vacancies and the opportunity to apply or receive job alerts, providing us with crucial conversion data attributable directly to our campaign.
The Results
The campaign launched quietly in December 2022 and was followed by the hard launch on 8 February 2023, commencing the local, domestic and international advertising campaigns and publishing the health jobs website. To date we have reached 1,367,765 people with almost 5 million impressions.
On the website, 97 job vacancies are currently advertised, 25 in the international market and 51 on Workforce Australia to meet labour market testing for advertising internationally the following month.
21,680 users have clicked on the links within the job advertisements, which have taken people either directly to our health jobs website or directly to the advertised vacancy in NTG Jobs. With 430 applications received, this is a really positive result.
122 unique users have registered their interest to receive job alerts directly to their inbox and to download the “A Guide to Living and working in the NT” showcasing the NT and staff testimonials.