A campaign to change the perception of social care, in particular school and college leavers who might be at a crossroads in terms of moving forward with their careers.
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Marketing strategy, Campaign planning / implementation, Social media - paid, Social media - organic
A Zoom call with 21 members of local authorities displayed the picture.
The drop-offs were immense, the applications down and the outlook bleak.
Something needed to be done to push the boundaries of a sector deep in transition.
We created audience personas to provide guidance on the direction of the campaigns, in terms of tone, language and imagery.
Our personas ranged from school leavers to mums that required the flexibility the role offers.
The content was to familiarise personality traits that suited the role.
These were meant to act as trigger points to get them to notice as well as possible job roles.
The content needed to be exciting and dynamic to reach our demographic.
Photography depicted in this sector doesn’t display any sort of aspiration or desire to want to work there.
Our approach was to cut through the noise of the photograph and include text and illustrations.
A microsite was designed to create consistency in the journey, maintain engagement and drive applications, alongside a series of targeted social media ads using the campaign imagery for maximum reach and visibility.
Recruitment is generally non experimental in marketing.
We turned it on its head by designing a campaign encouraging young care workers to produce their own footage to create their own story and #stepintosocialcare.Â
The campaign has been a resounding success with local authorities commenting that it was ‘fantastic addition to their workforce.’
The campaign resulted in a reach of 595k, 41k likes, 8k website visitors and 125 applications.
This equals a 1.5% conversion rate, which is an exceptional achievement for a sector which is notoriously hard to recruit for, especially with a younger audience.
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