You might think that the selling points of these key positions would speak for themselves, but finding exceptional senior leadership talent in the educational sector – one that rarely has great publicity in the general press – is quite a challenge. And even more so, given we wanted to avoid the expensive option of using professional trade job boards.
Avoiding the TES for such high-profile roles (x3 Heads of Faculty and a Business Manager), our campaign focused on social media – identifying and engaging with over 30 different discussion groups, forums and channels where we thought the roles would be of interest. The reach of our campaigns far exceeded that of the TES’s and crucially, we had a 6-week campaign that targeted a passive audience.
The Bobby Moore brand would have its own very special impact, especially in the East End of London, and therefore we promoted this through a simple yet highly effective landing page (www.broadeninghorizons.london) that used some very distinct image effects that we created. The recruitment social media plan drove traffic to the careers microsite. The campaign also used LinkedIn Pay Per Click (PPC) advertising, and banners on the Guardian’s programmatic advertising platform to support it.
The results
The campaign results were impressive with over 2,500 click-throughs to our landing page.
All four roles were successfully filled at a small fraction of the cost of using the traditional media route. With the leadership roles recruited, the microsite was updated to reflect the next tranche of the Academy’s vacancies.
