For elementary school group LEV-West Netherlands, we put a full spotlight on staff recruitment. In times of hyper tight labor markets, we must still win the hearts of potential teachers. Why did we come up with the light carrier concept? And why did this become such a success?
Klantcase.
LEV-West Netherlands
Lightbearers campaign draws teachers
De uitdaging
For teaching to continue seamlessly, vacancies must be filled quickly. LEV-WN is not just looking for teachers; they are looking for active Christians. No easy feat, there is a glaring shortage of qualified teachers. And extra difficult in the western part of the Netherlands.
The challenge? Develop a recruiting force that hits Christian masters and teachers squarely in the heart.
De oplossing
Online advertising platforms may see direct naming of beliefs as exclusive, especially in recruitment campaigns. So we came up with the "light carrier" concept. The term refers to LEV-WN's identity, and served as content for the brand new, online recruitment campaign. We developed an advertising strategy, attractively designed in the corporate identity. That could be duplicated across all schools. The online ads led to a landing page where LEV-WN shared job information and where candidates could apply directly, in a low-threshold manner.
We threw out the digital nets from 26 elementary school scattered in North and South Holland, Utrecht, North Brabant and Zeeland. This thoughtful strategy of scalability, knowledge and creativity was effective. LEV-WN bypasses the exclusion principle and still attracts applicants who fit the bill completely.
Social media
Wordpress
Graphic design
Online marketing
Printed matter
