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Achieving for Children (AfC) provide children’s services for the boroughs of Kingston-upon-Thames, Richmond-upon-Thames, and Windsor and Maidenhead. They needed to recruit new children’s services workers to address a number of vacancies and the use of expensive agency workers. Recruiting and retaining qualified workers on a permanent basis was a key priority. A campaign was needed to attract diverse workers with the unique offer and environment at AfC.
Working closely with AfC to understand the key roles that needed filling, a campaign strategy and visual identity was developed that brought to life AfC’s unique culture. The story of the organisation’s friendly, supportive family feel was told by the very people who created it – the social workers themselves. Hero photography, heartfelt testimonials and video interviews all helped to spell out why AfC was the right place to pursue a social work career.
A targeted campaign was rolled out, using the imagery and stories of real care workers. The campaign message honed in on AfC’s unique offer and family feel. The visuals were targeted to specific demographics across social platforms and websites. The campaign ran across multiple platforms for more than six months in total.
The campaign visuals and videos were reached around 250,000 people across digital platforms, targeted geographically to social workers and job seekers in and around AfC’s catchment.
Nearly 60,000 clicked through to the campaign landing page, with some creatives achieving interaction rates in excess of 35%.
Most importantly, AfC received 140 expressions of interest. 35 of these were from qualified social workers and 10 full applications were made.
From these applications, two new social workers were recruited by AfC. With an agency worker costing around £40,000 more than a permanent member of staff, this meant the campaign saved AfC around £80,000 a year.
