Inspire, Teach, Lead

The brief

North Yorkshire County Council’s HR and Recruitment team had identified an issue with attracting talented teaching professionals to fill vacancies they had in schools on the Yorkshire coast. In order to address the problem, they were devising a campaign focused on the lifestyle benefits of working on the coast as a way of reaching professionals who might otherwise look to advance their careers in more urban locations. A key part of this was the need for film content which directly demonstrated these lifestyle benefits and could be used across the different elements of campaign activity.

What we did

We worked with the council team to identify a list of the main lifestyle and leisure attractions of pursuing a career on the coast. These included recreation activities including surfing and cycling; hospitality including restaurants and cafes; culture such as museums, galleries and historic attractions; and the natural environment including the stunning North York Moors and Dalby Forest.

Based around these, we developed a script for the film which tied the ability to enjoy these activities with pursuing a career teaching on the Yorkshire coast, linking each activity to visually appealing locations and scenarios to drive the message home.

Content was captured at a range of recognisable locations on the coast and North York Moors using a mix of ground based and aerial filming with drones.

We then edited this into a series of short films which could be used in both online and offline recruitment activity including within the campaign website and on social media channels.

Results

The film and accompanying social media cuts have been used extensively within the council’s recruitment activity around teaching positions on the Yorkshire Coast resulting in increased levels of engagement with talented teaching professionals and reduced reliance on the need to utilise expensive external recruitment agencies.