Working At
Background
Go Kinderdagverblijf, a regional childcare provider in the southern Netherlands, was keen to recruit more pedagogical staff to meet the growing demand for high-quality childcare.
Challenge
Go Kinderdagverblijf faced two main challenges: strong competition and the need for a distinctive concept. In the childcare sector, the demand for qualified pedagogical staff is high, and many organisations were targeting the same talents.
Approach
A targeted recruitment marketing campaign developed to increase Go Kinderdagverblijf's visibility, stand out from the competition and establish a unique concept:
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- Distinctive concept: We came up with a catchy pay-off, "Let's Go", which summed up Go Kindergarten's warm and development-oriented culture, and an original content idea: where the children were recruiters for a day and where the pedagogical staff share their passion and ambition of working at Go! kindergarten.
- Target group analysis: Research showed that pedagogues value a warm working environment, flexibility and development opportunities - points that were highlighted in the campaign.
- Visibility campaign: The campaign was rolled out through social media (such as Instagram and Facebook), local job boards and through Tik-Tok.
- Visual support: The videos, supported by photos of staff members, were used to show the warm atmosphere at Go! Nursery and give a look behind the scenes.
Result
The campaign tackled the challenges successfully:
- Visibility: Traffic to Go Kinderdagverblijf's worksite increased by 35% among the target group within three months.
- Competitive position: The distinctive positioning increased the number of applications from pedagogical staff by 50%, despite high competition.
- Quality of candidates: The campaign attracted several applications from lateral entrants because of the insight on what it is like to work with children.
