Combining technology and marketing to connect teachers with jobs in Northamptonshire

Teach Northamptonshire are an initiative tasked with reaching teachers in the Northamptonshire area. They began new and hoping to boost the number of teachers moving to the area for work, as well as supporting those currently living in the area with their careers.

CLIENT

Teach Northamptonshire

SERVICES

Branding, PPC, SEO, Technology Development, Web Design

INDUSTRY

Education, Recruitment

Project Brief

Teach Northamptonshire are a team who began as a funded initiative, tasked with creating a place for Northamptonshire teachers to find information, jobs and training.

They needed to be able to find and engage with local teachers, then ensure they found a site that offered the information they needed and a simple job application function. Teach Northamptonshire also wanted to grow and nurture a list of teachers in the area, to keep them informed with industry information and useful resources.

  • Grow the teaching talent pool in Northamptonshire
  • Make it easy to find and apply to teaching jobs
  • Reach qualified potential applicants online
  • Grow and nurture a marketing list of teachers in the area
  • Promote Northamptonshire as a place to live, work and visit

The Challenge

Teach Northamptonshire needed to be able to reach a very specific market that was already being advertised to, and as a local authority it was important to factor budget into the equation. They were getting traffic from locations that didn’t convert, such as the USA. Teach Northamptonshire were likely to be a client of every department, and needed a collaborative approach.

The bigger the challenge, the bigger the opportunity for growth.

The Solution

We began with a branding exercise alongside a custom-designed site that enabled visitors to find resources, browse jobs and apply with a quick form. The Creative team designed a newsletter to inform and retain applicants, which was sent to a list of previous applicants who had agreed to hear from Teach Northamptonshire again. Once the site was launched, we supported it with both paid advertising on Facebook and a focused SEO strategy. The creative team supported this with social media graphics and infographics that fit with the brand messaging.

  • A custom-built new site
  • Newsletter design & send
  • Ongoing service-wide consultancy
  • Facebook social media advertising
  • A dedicated app for job applications

Geo-targeted SEO

Location was key with Teach Northamptonshire. The traffic from the USA indicated that the site needed more local SEO, so the team implemented local targeting methods alongside the strategy of high-volume, conversion focused keywords. The team supported this with an off-site campaign to increase the domain authority.

Website Design

Teach Northamptonshire had two goals from their website: to supply resources and to provide a way for teachers to apply online. We created a design that was clean, bright and easy to read, with clear information and an instant job search. Using heat and click mapping, we simplified the registration and application process to improve the user experience. We then developed a custom membership model to enable the Teach Northamptonshire team to monitor and manage the schools they work with.

Facebook social media advertising

We knew that Facebook was a great option for Teach Northamptonshire due to the B2C audience and targeting opportunities available on the platform. We delivered brand awareness campaigns to those on Facebook who were within an hours drive of Northamptonshire, and listed teaching as a job title or interest.

The Results

The Teach Northamptonshire website has gone from strength to strength since its initial launch. 96% of the schools in Northamptonshire now use it to advertise their job vacancies, and the site has seen thousands of registrations since launch. The Facebook advertising reached over 1million people, and the targeted SEO ensured that the US traffic was decreased by 87.42%, replaced with relevant traffic, showing a conversion rate improvement of 2,074%. The initiative has now become fully self-sufficient, running entirely on income from schools. They have helped thousands of teachers in Northamptonshire, London and the surrounding areas to find a new role. Teach Northamptonshire continues to grow and nurture the schools & teachers in the area with valuable information and resources.

2350%

increase in account registrations


96%

of Northamptonshire schools on the site


99%

of focus keywords on a first page position


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