Awarded to Helpful Technology Ltd T/A Helpful Digital

Start date: Monday 17 January 2022
Value: £27,900
Company size: SME
Health Education England

Health Education England - social media audit

2 Incomplete applications

1 SME, 1 large

6 Completed applications

4 SME, 2 large

Important dates

Wednesday 24 November 2021
Deadline for asking questions
Wednesday 1 December 2021 at 11:59pm GMT
Closing date for applications
Wednesday 8 December 2021 at 11:59pm GMT


Off-payroll (IR35) determination
Contracted out service: the off-payroll rules do not apply
Summary of the work
We want you to get under the skin of our social media audiences and the relevance of our content to them.

We want a supplier to critique our social content, our processes and tell us where we can improve through strategic recommendations.
Latest start date
Wednesday 12 January 2022
Expected contract length
3 months
No specific location, for example they can work remotely
Organisation the work is for
Health Education England
Budget range
£30,000. The work will need to be split 50/50 between HEE and NHS Health Careers.

About the work

Why the work is being done
HEE's vision is to provide the right workforce, with the right skills and values, in the right place at the right time to better meet the needs and wants of patients.

Social media is essential to our communications strategy. It offers opportunities to talk about our work and engage our audiences on the issues that matter most to them but our output lacks real strategic thought.

NHS Health Careers is part of HEE. Its aim is to inspire people to consider a career in the NHS and then support them to discover more about the roles available, and how to get in and get on. Its channels inform, educate and inspire people to consider a NHS career and discover the roles availale.

We are looking for an agency with social media audit experience to support us in developing our social media strategy. We want you to get under the skin of our audiences and tell us who they are, what they are interested in and how we can engage them. We are looking for an agency to critique our social content, our processes and tell us where we can improve through strategic recommendations, including the accessibility of our social content.
Problem to be solved
Across HEE and NHS Health Careers channels, our reach and engagement has been limited and we believe we could do better in both supporting their needs and our own organisational priorities.

We need to understand:

• our social media followers, fans, etc by individual channel. Who are our followers and do they reflect our target audiences?

• how to ‘recruit’ our audiences to our social channels. Where are they online? What content are they interested in and what channels are they using? Is there a gap between our current followers and target audiences, if so, what can we do to bridge it?

Help us be more strategic and targeted with our content when communicating to audiences on each social media channel.
• What are our audiences interested in and engaging with by individual channel?
• What other channels are they using? And should we be using them?
• How can we adjust our content to better support their interests and needs?

What do we need do to ensure our content meets the public sector accessibility requirements?
Who the users are and what they need to do
Primary audiences (HEE)

As a trainee, I need to know about education/training reform, support available, curriculum changes and new policy so that I can develop my career

As a university, I need to know about education/training reform, HEE projects and quality reviews so that I can deliver education.

As an education supervisor, I need to know education/training reform, support available, curriculum changes and new policy so I can offer training/support to trainees/learners

Secondary audiences

As an NHS leader, I need to know education/training reform, curriculum changes and policy so that I can work with HEE/update colleagues

As a Royal College, I need to know about education/training reform, curriculum changes and policy so that I can work with HEE/update colleagues

Primary audience - (NHS Health Careers)

As as prospective joiner to the NHS, I'm looking for inspiration, information and advice on careers and applying

Secondary users

As a teacher/careers adviser, I'm looking for careers information/resources to help advise others

As a parents/carer, I need information and resources to help me advise my dependents

As a returner to the NHS, I want information/advice on how to return

As a HR/workforce leads, I need information/resources to support careers activity
Early market engagement
Any work that’s already been done
NHS Health Careers has a Discovery project for its website that might be helpful in understanding our audiences.
Existing team
You'll be working with HEE's communications team including external communications, corporate communications and our regional comms colleagues. The corporate team manages the social channels but content is also created and posted by the media and programme communications teams and by some stakeholder and regional colleagues.

You'll also work with the NHS Health Careers team who are marketing, communications and careers professionals who deliver their social media content end-to-end.

You'll also work with the Digital Communications team at HEE who manage the applications and software for our social media channels.
Current phase
Not applicable

Work setup

Address where the work will take place
You'll work remotely.
Working arrangements
You'll work with a project team made of up members from each of the team.

As well as a kick-off meeting, it's likely that there'll be the need for weekly meetings with the team, usually through MS Teams.

At various points in the project, you'll be expected to present your findings to different teams in HEE virtually.
Security clearance

Additional information

Additional terms and conditions

Skills and experience

Buyers will use the essential and nice-to-have skills and experience to help them evaluate suppliers’ technical competence.

Essential skills and experience
  • Experience of making strategic recommendations to improve social media channels and reach targeted audiences
  • A demonstrable understanding of public sector legislation on accesssibility of social media content
  • Experience of creating user journey personas and audience segments to show user interests
  • Experience of leading in-depth analytical review of social media channels – incl. Twitter, LinkedIN, Instagram, YouTube and Facebook – looking at content performance, and engagement.
Nice-to-have skills and experience
  • Experience of working with public sector clients of supporting the development of social media strategies
  • Experience of working on social media strategies linked to careers and recruitment

How suppliers will be evaluated

All suppliers will be asked to provide a written proposal.

How many suppliers to evaluate
Proposal criteria
  • Approach and methodology
  • How your approach meets our audiences' needs
  • How your approach meets our HEE's and NHS Health Careers aims
  • Estimated timeframes for the work
  • Identified risks and dependencies and offered approaches to manage them
  • Team structure
  • Value for money
  • Project management approach
Cultural fit criteria
  • Work as a team with HEE and other suppliers. We will seek evidence for an inclusive approach and a willingness to co-operate/collaborate, with practical mechanisms suggested to achieve this.
  • Be transparent/collaborative when making decisions. Cover the decision-making process, set out the role of the key team members and the mechanisms by which the processes will be adopted.
  • Take responsibility for their work. We would expect the supplier’s proposal to show evidence of process for setting quality standards for their own work.
  • Share knowledge and experience with other team members and HEE.
  • Alignment with NHS and HEE values.
  • Be willing to challenge us and the status quo
  • Be comfortable standing up for their discipline. The supplier should be able to give examples of how they have justified and proven the value of their approach in the past.
Payment approach
Capped time and materials
Additional assessment methods
  • Case study
  • Work history
Evaluation weighting

Technical competence


Cultural fit




Questions asked by suppliers

1. Can we evidence paid social media advertising or do we need to evidence organic social media efforts only?
The focus of this project is organic social media. However, if you think that evidence of paid social media advertising would support your response to the brief, then please include it.
2. Are you happy for us to link to web versions of our case studies in our responses?
3. Can we include examples of strategic social media work we’ve done for our own organisation?
Yes, if you think it would support your response.
4. Do you have an in-house team to create your own social media creative or do you outsource?
Most of the creative is done in-house but some is outsourced if we don’t have the skills or capacity to deliver it eg for specific campaigns.
5. Does the £30,000 budget include or exclude VAT?
VAT is not included in this budget
6. What is your schedule for A) notifying shortlisted suppliers, B) receiving proposals from shortlisted suppliers, and C) notifying the winning supplier?
We expect to be able to notify shortlisted suppliers by 10 December with proposals received by 24 December. We plan to review these between 28 December and 6 January with the winning supplier told by 10 January.
7. Can you confirm there will be no presentation step as part of the ‘additional assessment methods’?
We do not plan to hold a presentations as part of the additional assessment methods.
8. Do you already have an inventory of all your social media channels across HEE including at a regional level (e.g. @NHSHEE_NEY, @NHSHEE_Midlands, @HEE_LaSEPharm)? If so, how many are there? And are they all in scope for this audit work?
Yes, we do have inventory of HEE social media channels but it was collated two years ago and there may have been some change in that time.

Not including NHS Health Careers, there were over 40, primarily on Twitter ranging from corporate channels at a national and regional level as well as some that are programme specific or campaign related.

Ideally, they would all be in scope but discussions can take place around the priority areas we need to focus on should this become an issue.