Cambridgeshire County Council and Peterborough City Council launched a regional recruitment initiative to help stimulate staffing capacity in social care. The aim was to get more high-quality people taking up roles – and staying in them – in a range of adult care settings.
The Challenge
The recruitment initiative needed not only to attract potential candidates to the available roles, but also to change perceptions about working in the care sector. Many people have preconceptions around the role of a carer, and our campaign needed to challenge this and tap into the real, emotion-driven reasons why employees get satisfaction from this work.
The Solution
CPL One supported the two councils in their bid to develop the local candidate market through a regional recruitment campaign. The output was a research-informed, empathetic, creative execution and a robust, measurable multichannel campaign.
We used real-life stories from care workers to put together a campaign that represented the people who access these services. The creative executions were designed to appeal to ‘people people’ – those who would love the emotional and personal connections they would make with the people with whom they work.
The activation was split into two categories: raising awareness and generating leads. Awareness was raised through an outdoor media campaign, and TV and radio ads. Leads were generated via social media advertising and a pay per click campaign.
Working to tight timeframes, CPL One maximised the budget to deliver a highly focused, creative and emotive campaign across multiple channels, including – in a first for this client – TikTok and Snapchat.
Another key factor in the campaign’s success was the mutual trust between the CPL One and client teams, with whom we have worked before.
This campaign not only generated more than 200 potential applicants, but also started to change the conversation around the perceptions of roles in the care sector. We tested out some new digital channels through working with the team at CPL One – with positive results – and plan to apply our learnings to future council-led campaigns. We’ve previously worked with CPL One, and it’s a partnership that continues to produce exciting and effective work.
Client
- Cambridgeshire County Council
Sector
- Public sector
Expertise
- Content strategy
- Design
- Video
Deliverables
- Marketing services
Expertise
- Content strategy
- Design
- Video
Deliverables
- Marketing services
