Recruitment via Your Website: Hire Clinicians Faster with a Credible Careers Page

Building a strong, credible recruitment presence on your website is now as important as your patient-facing content. For UK GP practices and healthcare providers competing in a tight workforce market, your careers pages can significantly reduce time-to-hire and agency spend – if they are designed around what clinicians want to see in the first 30 seconds.

This guide sets out a practical, UK-focused approach to turning your website into a high-performing recruitment tool, aligned with NHS expectations, WCAG accessibility standards and good digital practice.

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Why Your Website Should Be Your Primary Recruitment Channel

Your website is one of the few channels you fully control. Compared with NHS Jobs, LinkedIn and agencies, it lets you:

• Present your culture, rota patterns, CPD offer and local perks in detail
• Demonstrate that you’re a well-run, digitally mature practice (which itself is a recruitment asset)
• Capture direct applications and keep a warm talent pool
• Track time-to-hire and optimise your process over time

Many candidates now search “[Practice name] GP surgery” or check your website as soon as they see an advert. If they can’t immediately see why they should join you, they will move on.

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Careers Page Essentials: What Candidates Look For in 30 Seconds

Your main careers page should answer a candidate’s key questions without them needing to scroll or hunt around.

Above-the-fold essentials

Within the first screenful (on desktop and mobile), you should clearly show:

• Who you are and why join – 2–3 sentences on list size, team mix, ethos and what makes you different

• Current vacancies – clearly listed roles with links to detailed pages

• Quick-apply option – a short, accessible enquiry/application form

• Response expectation – a clear statement such as “We respond to all enquiries within 3 working days”
  Example layout

• Headline: “Careers at Riverside Medical Practice – Join a Supportive, Forward-Looking Team”

• Subheading: “Flexible roles, protected CPD time, modern digital systems and a friendly multidisciplinary team serving 12,000 patients.”

• Buttons:

  • “View Current Vacancies”
  • “Send a CV / Expression of Interest – 2-Minute Form”
  • Small text: “We respond to all applications and enquiries within 3 working days.”

Key content sections for your careers page

1. Why Join Our Practice?

Help candidates quickly see your value proposition.

• Team structure: GPs, ANPs, PAs, pharmacists, PCN roles, admin team
• Working style: digital telephony, online consultation tools, triage model, huddles, MDT meetings
• Support: mentorship for newly qualified GPs, ARRS and PCN roles, supervision structure

2. Rota Patterns and Workload Transparency

Clinicians want a realistic picture of day-to-day life.

• Example session structure (e.g. 12–15 patient contacts per session, mix of on-the-day and routine, admin time)
• On-call/urgent duty arrangements and frequency
• Remote vs on-site balance, home-working options for some sessions
• Protected breaks and finishing-time expectations

3. CPD, Education and Career Development

This is often a decisive factor, especially for newly qualified GPs and allied health professionals.

• Protected CPD time per week/month
• In-house teaching sessions, journal clubs, clinical governance meetings
• Funding and support for external courses and certificates
• Opportunities for leadership, QI projects, teaching, research or portfolio roles

4. Culture and Values

Show what it feels like to work there.

• Short quotes from current clinicians and non-clinical staff
• Mention of wellbeing initiatives, debrief culture, open-door policy
• How you align with NHS values (respect, compassion, improvement, team working)

5. Location and Community Perks

Many candidates are choosing between areas as much as between roles.

• Transport links, parking, flexible start times to avoid traffic
• Schools, housing, outdoor spaces, nearby hospitals or universities
• Relocation support if applicable

6. Inclusion, Accessibility and Flexibility

Demonstrate inclusive practice and accessibility.

• Statement on equality, diversity and inclusion
• Flexibility around sessions, school hours, term-time arrangements where possible
• Accessibility note: “We welcome applications in alternative formats and can adjust the recruitment process if you have a disability or specific needs.”

Ensure the page itself meets WCAG 2.1 AA as recommended for NHS-aligned sites:

• Clear headings and logical structure
• High colour contrast
• Keyboard-accessible forms and buttons
• Alt text on images
• Plain English and readable font sizes

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Short Form + Promised Response: Lower the Barrier to Enquiry

Many clinicians will not complete a long application form at the “just browsing” stage. A short, well-designed form on your careers page lets you capture more interest and move faster than competing employers.

Designing a quick-apply form that works

Core fields (keep it to 6–8 fields maximum)

• Name
• Email address
• Phone number (optional but useful for rapid follow-up)
• Role of interest (dropdown: GP, ANP, Practice Nurse, Pharmacist, Admin, Other)
• Current status (ST3, newly qualified GP, experienced GP, AHP, etc.)
• Upload CV (optional)
• Free-text: “Tell us briefly what you’re looking for (e.g. sessions, flexibility, interests).”

Best practice for the form

• Place it on the main careers page and repeat it on role pages
• Make sure it is mobile-friendly and fully keyboard accessible
• Include a clear privacy statement (link to your Privacy Notice)
• Ask for consent to hold details on a “talent bank” for future roles

Service-level agreement (SLA) for responses

A promised response time demonstrates professionalism and respect for candidates.

• Publish a clear statement: “We respond to all enquiries within 3 working days.”
• Set an internal process: route submissions to a monitored inbox with named responsibility
• Use a simple template acknowledgement email confirming receipt and timeline

Example: a practice that moved fast

A 9,000-patient suburban practice added a 2-minute enquiry form and committed to respond within 2 working days. They:

• Doubled the number of GP and nurse enquiries compared with relying on NHS Jobs alone
• Filled a salaried GP role in 4 weeks without agency support
• Maintained a small “interested clinicians” list, which later helped them fill a maternity-cover role without advertising widely

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Role Pages Linked from Services: Join the Dots for Candidates

Clinicians often explore your services pages to understand your clinical model. Linking relevant roles from those pages gives them a richer picture of the job and reduces time spent searching.

How to structure role-specific pages

Each vacancy should have its own page, accessible from:

• The main careers page
• The practice home page (“We’re recruiting” banner)
• Relevant service pages (e.g. Long-Term Conditions, Women’s Health, Frailty)
  Role page content checklist

Role snapshot

• Job title, sessions/WTE, contract type (salaried/partner/fixed-term/bank)

• Salary range or statement explaining banding (transparency is a plus)

• Location(s) and any remote-working options
  What you’ll be doing

• Typical weekly pattern – clinics, admin, MDT meetings, home visits

• Key patient groups and services (e.g. LTC clinics, care homes, minor surgery)

• Use of online consultations, telephone/video, and eHub or PCN models

Support and development

• Induction and supervision arrangements

• Named mentor or clinical supervisor

• CPD arrangements, study leave, annual appraisal support
  Rota and flexibility

• Examples of how sessions can be arranged

• Any specific expectations (e.g. 1 in X duty days)

• Flexibility on start/end times and remote admin sessions

Application process

• Link to the short enquiry form and/or NHS Jobs application
• Timeline for interviews and start date
• Contact details for informal visits or confidential conversations

Linking roles from service pages

On relevant service pages, add a short “Work with us” section. Example

On your “Long-Term Conditions” service page:

“Interested in delivering high-quality long-term condition care in a supportive MDT? We are currently recruiting a Practice Nurse with a special interest in diabetes and respiratory care.”

• Button: “View Practice Nurse Role”
• Mention of support: “Full induction, CPD funding and mentorship provided.”

This approach:

• Shows how the role fits into clinical services
• Attracts clinicians with specific interests (e.g. frailty, women’s health, mental health)
• Signals a clear, organised clinical model – attractive to candidates

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Repurpose Posts & Updates: Keep Careers Content Fresh

Your website should not show a static careers page with a job list that rarely changes. Dynamic content signals an active, learning-focused organisation.

Ideas to repurpose and re-use recruitment content

Team stories

• Short profiles of new joiners: why they chose your practice, what surprised them, how they’ve settled in

• Day-in-the-life posts for different roles (GP, ACP, Practice Nurse, Pharmacist, Care Coordinator)
  Service developments

• Updates on new clinics, digital tools or QI projects and how staff are involved

• Posts about MDT huddles, PCN initiatives, teaching sessions

Training and CPD highlights

• “Last month our clinicians attended X course – here’s what we’re changing as a result.”

• “We now provide protected time for X” – this helps recruitment and retention
  How to make repurposing manageable

• When you post an update, add a one-line link from your careers page: “See how we support our team”

• Cross-post snippets to LinkedIn (practice account or partner accounts)

• Link relevant posts from role pages to give candidates richer context

Case study: PCN showcasing their MDT

A PCN in the North of England created a series of short web updates introducing each ARRS role. They then:

• Linked these from the PCN careers section
• Reused the stories on LinkedIn and in ARRS role adverts
• Noticed higher engagement from pharmacists and paramedics who said they could “see the team they’d be joining” before they applied

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Track Applicants and Time-to-Hire: Make Recruitment a Measurable Process

To reduce time-to-hire and improve quality, treat recruitment like a QI project: measure, review, improve.

What to track (simple, low-tech options)

You do not need a full applicant tracking system to start. Core metrics

• Number of enquiries via website form
• Number of completed applications per role
• Source of each candidate (website, NHS Jobs, LinkedIn, agency, word of mouth)
• Time from enquiry to first contact
• Time from advert live date to conditional offer
• Outcomes (hired, not suitable, candidate withdrew, etc.)

Use a simple spreadsheet stored in a secure, access-controlled location, ensuring compliance with data protection requirements.

Using the data to improve

• If most candidates come from NHS Jobs but still check your website, focus on improving role pages and culture content to increase conversion.
• If website enquiries convert better than other sources, prioritise your careers page and form, and push more traffic there via LinkedIn and email.
• If time-to-hire is long, look at bottlenecks: slow shortlisting, limited interview slots, delayed references.

Set internal targets, such as:

• Acknowledging all enquiries within 2–3 working days
• Shortlisting within 7 days of advert going live
• Aim to make offers within 4–6 weeks for salaried roles where possible

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Two-Week Campaign Plan: Website + LinkedIn + NHS Jobs

A focused two-week campaign can dramatically increase visibility and speed up hiring. Here is a practical, UK-focused plan using your website as the hub.

Week 1: Prepare and Launch

Website

• Finalise and publish:

  • Updated careers landing page
  • Detailed role page(s)
  • Quick-apply form with clear SLA
  • Add a home-page banner: “We’re recruiting! Flexible GP and nurse roles – click to find out more.” NHS Jobs

• Create a clear, honest advert focused on:

  • Why join your practice
  • Rota patterns and workload
  • CPD and development
  • Culture and team
  • In the advert, link back to your practice website (where allowed) and invite candidates to:
    • Read more about the role and team
    • Complete your short enquiry form if they want to talk informally before applying LinkedIn

• Ensure your practice or PCN has an updated organisation profile.

• Post a launch update:

  • Short description of the role
  • 2–3 bullet reasons to join
  • Link to the role page on your website
  • Ask partners and senior clinicians to share the post to extend reach.

Week 2: Sustain and Personalise

Website

• Add a short news/update post:

  • “We’re recruiting – a bit more about working here”
  • Include quotes from current staff and a photo (with consent).
  • Ensure the enquiry inbox is monitored daily and responses meet your SLA. LinkedIn

• Post a second update mid-week with a different angle:

  • Focus on CPD, supervision and wellbeing
  • Or highlight specialist clinics and portfolio opportunities
  • Share a brief “Day in the Life of a GP Here” or “Why I Joined” story.
  • Direct interested clinicians to:
    • The quick-apply form
    • Or a named person for an informal conversation

NHS Jobs

• Refresh the advert if possible (or repost after a reasonable time for other roles).

• Respond quickly to queries via NHS Jobs messaging and signpost your website for richer information.
  Internal and local networking

• Send a brief email to local training hubs, PCN mailing lists or professional WhatsApp groups with:

  • Link to your website role page
  • 3–4 bullet points on why the role is attractive
  • Invite ST3s or newly qualified GPs for informal visits or shadowing sessions.

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Practical Compliance and Accessibility Considerations

While recruitment content is flexible, your site still needs to align with wider NHS and regulatory expectations.

Accessibility and inclusion

• Design careers and role pages to WCAG 2.1 AA standard in line with good practice for NHS-aligned organisations.

• Use plain English and avoid jargon where possible.

• Provide contact options for candidates who may need reasonable adjustments (e.g. phone-based application support, alternative formats).
  Data protection

• Clearly explain how you will use and store candidate data.

• Link to your practice Privacy Notice from every recruitment form.

• Avoid collecting unnecessary sensitive personal data at the initial enquiry stage.

Ethical recruitment (including international)

• If you are open to international candidates, ensure your statements and processes reflect:
  • Ethical recruitment principles
  • Clear expectations about registration, visa support and induction
  • Provide links or signposting to official guidance for overseas clinicians where appropriate.

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Key Takeaways

• Your careers page is now a core recruitment tool, not an afterthought. It should clearly answer: why join, what the rota looks like, what CPD you offer, how you work as a team, and what makes your location attractive.
• A short, accessible quick-apply form with a publicly stated response time can drastically increase enquiries and improve candidate experience.
• Role-specific pages linked from both the careers page and relevant service pages help candidates understand how they fit into your clinical model.
• Regularly repurposing updates and team stories keeps your careers section fresh and shows you are a learning, supportive organisation.
• Tracking applicant source and time-to-hire turns recruitment into a measurable process that can be improved.
• A focused two-week campaign across your website, LinkedIn and NHS Jobs, with your website as the hub, can significantly accelerate hiring.

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Next Steps

To put this into action over the next month: Week 1–2: Build your foundations

• Audit your current website careers content against the essentials in this guide.
• Draft and publish:
  • A refreshed careers landing page
  • At least one exemplar role page
  • A short enquiry/quick-apply form with a clear response SLA
  • Ensure pages are accessible, mobile-friendly and clearly linked from the home page.

Week 3: Launch your campaign

• Post updated roles on NHS Jobs and LinkedIn, pointing back to your website for full details.
• Add a home-page banner or tile promoting your vacancies.
• Brief your reception/administration team so they can direct enquiring clinicians to the right pages.

Week 4 and ongoing: Measure and refine

• Start recording applicants, sources and time-to-hire in a simple spreadsheet.
• Review candidate feedback and adjust your pages and process (e.g. clarity on rota, salary, flexibility).
• Schedule a quarterly review of recruitment content and a regular cadence of short staff stories or service updates that can double as recruitment material.

By treating your careers pages with the same care as your patient-facing content, you position your practice as a modern, well-run employer of choice – and make it faster and easier to hire the clinicians your patients need.