RECRUITING + RETAINING TALENT
The primary goal of City Leadership is to recruit and retain talent for the city of Memphis.
To do this successfully we have to debunk two common misconceptions.
There are no jobs. There are no qualified applicants.
TARGET: ATTENDEES
TARGET: RECRUITERS
THE BIG PIVOT
Typically CL hosts thousands of job seekers and a network of 40-50 schools at our education job fairs each year. In conjunction with these events, CL is actively marketing jobs.teach901.com as the premier destination for Memphis education jobs. These in-person events, website management, and placement facilitation make up a significant portion of the budget and annual recruitment goal. Event attendees and site visitors consist mainly of newly-licensed educators and those looking to go elsewhere when their contract ends. When schools went remote in 2020, our team had to quickly learn how to create an online substitute for these in-person events that had become reliable resources for job seekers and local talent recruiters.
GENERAL LINKEDIN AD FOR TEACH901
MODIFIED LINKEDIN AD TO PROMOTE VIRTUAL JOB FAIR
ESTABLISH LOOK & FEEL
Under the umbrella of City Leadership, Teach901 is considered an ongoing campaign. Its reach is closely monitored by a team of data analysts and their findings inform how the creative is developed each year. During the onset of the COVID-19 pandemic we chose to use the word ESSENTIAL to catch viewer’s attention. This word carried a connotation due to its strong connection with frontline workers. In many ways, educators had been caught in the crossfire as remote schooling had become such a tumultuous topic. It was CL’s mission to continue uplifting educators and presenting the idea of teaching in Memphis as a noble and exciting career path.
AUDIENCE
Social media ads on Facebook, Instagram, and LinkedIn were age, interest, education, and career specific. Larger audience groups within the tri-state area exhibiting traits of first career or secondary education research would receive ads boasting the benefits of teaching in Memphis (which are some of the highest paid in the region). Current teachers and the more localized audience groups exhibiting job hunting traits would be given more direct ads related to specific career opportunities.
TARGET: CURRENT EDUCATORS
GENERAL TEACH901 AD LINKED TO THE JOB BOARD
POSITION SPECIFIC AD LINKED TO THE JOB BOARD
SCHOOL SPECIFIC AD LINKED TO THE JOB BOARD
TARGET: POTENTIAL EDUCATORS
CONSIDERING CAREER CHANGE OR FIRST JOB
INTERESTED IN THE MISSION OF TEACHING
ON THE JOB HUNT AND CURIOUS ABOUT TEACHING
THE RESULTS
While CL initially set out to insure the work simply continued, as a leadership team we aimed to strengthen the recruiting experience and perhaps exceed the goals of the previous year. We knew that simply creating an “virtual version” of the Teach901 experience would fall flat. Through the implementation of innovative virtual conferencing technology and reallocating funds to increased social media spending, Teach901 experienced one of its most successful recruitment years to date.