Socially Recruiting Residential Support Staff
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How to fill staff vacancies in just 8 days using Social Recruitment Blue Sky Digital helped recruit residential care workers for a special education needs school
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Transcript of Socially Recruiting Residential Support Staff
How to fill staff vacancies in just 8 days using Social Recruitment
Blue Sky Digital helped recruit residential care workers for a special
education needs school
Day
8
Day
1
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Blue Sky Digital Marketing were given the brief to help recruit residential care workers for a Special Education Needs school via Social Media. The campaign was based around a ‘careers open day’ scheduled 8 days from the campaign
start.
Background to the CampaignThe client is a national provider of
residential care and schooling for children who have special needs across
the UK. For the specific recruitment campaign, a new school in the South East of England required new staff.
We designed a values led campaign – looking at the types of people who may be interested in care work whose values matched that of the job and how they used social media in their own world.
By basing our approach on this we could target and engage the attention of people who would be suitable and
interested in the opportunity.
Approach
Finding the perfect local candidate
Experience
Activities
Values
The ideal candidate was briefed as being someone local, had experience of the life
(not necessarily professionally) in care and was a caring, outgoing, resilient
person who would be a positive influence on the children that they would
support. Those who were actively engaged in charity work were also
considered an ideal candidate.
Candidate Persona
The strategy was to funnel interested applicants to a Facebook Page created
specifically for the event.
This allowed the client to measure the number of potential candidates that would turn up to
the event.
Dedicated Twitter and Facebook pages were to be created, only to be used for employment
purposes for the school, so that the company’s own accounts would be kept separate.
Plan of Action
The flow of applicants
Twitter FacebookEvent Page
Our target applicants are active on Facebook and Twitter for their own personal social
reasons.
By using these social media networks it allowed us to reach applicants where they are,
in order to increase awareness of the jobs.
Deciding which platforms to use
Twitter was used to engage accounts with access to large numbers of potential
applicants e.g Sports clubs, universities, local charities, the local community etc to raise awareness of the opportunity ‘round the
corner’
We channeled traffic from Twitter direct to the event page or to Facebook to find out more
information
Targeting Applicants on Twitter
Facebook was used to create a pool of interested candidates using targeted paid advertising to pull people from their own social media feeds
into ‘liking’ the Careers Facebook page. Here we were able to channel them to the event page to
gauge the number of people attending the event.
We also responded to numerous enquiries and requests for further information, often late in the
evening and at weekends.
Targeting Applicants on Facebook
So that the job opportunities could reach a wide audience in the local area we used ‘engagement’
alongside content.
By approaching and connecting with accounts that matched the behaviors of the ideal
candidate (restaurants, local charities, running clubs) we could create added awareness of the
jobs to the local community.
Engaging with the Local Community
The engagement plan composed of two main areas:
Engaging with local Businesses Engaging with the local community
Tweets advertising the jobs were interspersed throughout the campaign in order to funnel users to the landing page.
Content on Twitter
In a similar manner on Facebook a mixture of information, news and reasons to work in care(make a difference to a child’s life etc)
alongside direct opportunities to apply.
Content on Facebook
Paid AdvertisementA paid Facebook advertisement campaign was
also undertaken. This campaign included:
Boosted posts and adverts that targeted the general area, in order to increase reach so that the local community could ‘tag’ other Facebook
users in who would be interested...
Targeting passive candidatesTargeted posts and advertisements for those who may be interested in the jobs but who
weren’t actively seeking via job boards etc.
Results of Paid AdvertisingOn advertisements
multiple likes, shares, comments and ‘tags’
(mentioning a friend who may be interested so it then shows up in their
notifications) were achieved – amplifying the
content across all their networks (the average number of friends on a
Facebook account is 338)
Who we ReachedThe accounts reached a total of 47,963 people across the two social media networks; 31,763
on Facebook and 16,200 on Twitter.
The ages and gender of those who we reached with the Facebook page
The genders of Followers on Twitter
Who Talked About us This led to a total of 940 interactions between
the two accounts – being links clicked, likes, shares, retweets or favorites – with 440
interactions on Facebook and 500 on Twitter.
The ages and gender of those who interacted with the Facebook page
The gender of those whoInteracted with the Twitteraccount
OutcomesThe initial plan was to create awareness of the open day to help find staff for the new school.
Due to the open day the school was fully staffed, with over 140 people turning up on the
day
07807 912721
www.blueskydigimarketing.co.uk
Helen PritchardManaging Director
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