Mobilizing Nurse Recruitment

O'Grady Peyton International, a division of AMN Healthcare, wanted to introduce a system that would complement their existing activities and enable them to prioritise the nurses with the most potential. They selected m-send's m-recruit solution to achieve this aim.

They include m-send's short code on every recruitment advert inviting the potential applicant to receive a mobile phone application form. Within seconds, m-send replies with a link taking the nurse to the fully branded O'Grady Peyton application form. Vitally, the form is perfectly rendered by m-send to appear correctly formatted on virtually any mobile handset. From here each candidate is asked a series of profiling questions such as how long they have been a nurse, qualifications passed etc. To make it easy for the nurse to complete, the potential answers for each question are displayed in a multiple choice format. The entire process takes just a few minutes.

Each page that the nurse completes is stored by m-send, the information is filtered by postcode or country and sent to the recruiters, with hot leads highlighted.

Tim Whyld, of O'Grady Peyton says, Before m-send, recruiters would often just receive a message with a name and number to call. Discovering if the applicant was suitable involved a long phone call. This was a costly exercise when many nurses either don't have the experience or are not prepared to enter the application process.

Mobile technology has increased the response rates by 35%. Interestingly, around 57% of the nurses contact us during their night shift. These applications are often received when they're taking a break. They've seen our advert and can respond immediately. Although our candidates don't always have access to a PC, they always have their mobile phones.

The recruiter's role has changed immensely, because prioritising the leads has freed up so much time previously wasted on unsuitable applicants and has enabled us to make recruiters responsible for other revenue generating areas including post contract employment, ends Tim.

M-send's m-recruit technology has proved so successful that O'Grady Peyton has rolled out services to other countries. In fact, the savings from using m-recruit are so great that O'Grady Peyton is about to launch a campaign to encourage more nurses to respond using their mobile with a monthly text to win competition.