How we attracted social workers to Borås City with a two-step campaign
BACKGROUND
Borås City faced the challenge of recruiting social workers for a completely new department, the Youth Center. Social workers are in short supply and are traditionally difficult to recruit. The need for competent staff within social services is crucial to ensure an effective and sustainable social service. To meet this challenge, Borås City chose to collaborate with Adsup to carry out a two-step recruitment campaign.
SOLUTION
To attract qualified applicants and simultaneously raise awareness about the new department, the campaign was carried out in two steps. First, an employer branding campaign was launched, featuring video material from the workplace with a voiceover where employees from Borås City shared insights about the new department and the benefits of working there. This authentic glimpse into the profession and work environment created a strong connection with potential candidates and positioned Borås City as an attractive employer.
The data collected from the employer branding campaign was then strategically used to target the subsequent recruitment campaign. By tailoring ads and messages to the identified target audience, a customized and effective communication strategy was created, increasing the chances of reaching the most relevant candidates.
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RESULT
15 applicants from licensed social workers
Borås City successfully attracted 15 applicants from licensed social workers, which was a significant increase compared to previous recruitment campaigns. The successful outcome demonstrated the campaign's ability to reach and engage the specific target audience.
6.5x increase in quality applications
Compared to previous recruitment efforts without any connection to employer branding, Borås City saw an impressive 650% increase in quality applications. This indicates that the first phase of the campaign, focused on building brand awareness and engagement, had a direct positive effect on the overall quality of the applications.
Strengthened employer brand towards the target audience
By integrating employer branding into the recruitment strategy, Borås City has not only filled vacant positions with competent social workers but also strengthened its position as an attractive employer in the competitive field of social work.
We collaborated with Adsup to create an employer branding campaign aimed at generating interest and engagement for our new department. Thank you for an excellent collaboration, professional approach, and a high-quality product.
Borås Stad
Emma Pohlin
HR-administratör
