Education First is a leading international provider of language travel programs to more than 50 countries around the world.
EF Language
Travel Tester
social media, digital campaign
Client: EF EDUCATION FIRST
Tasks
- Advertising language travels among people in the age of 18-21
- Acquisition of 1,500 completed forms
Tasks
- Advertising language travels among people in the age of 18-21
- Acquisition of 1,500 completed forms
HIGH SCHOOL EXAMS PASSED?
WHAT NEXT?
Our task was to create a campaign that would appeal to young people and encourage them to take part in language travels. We have focused on this year's high school graduates (2018), who have a lot of important life choices ahead of them, and at the same time are starting the longest summer break ever.
We have asked ourselves a question – how to draw young people's attention to language travel offers? Their generation is constantly online, which has made them resistant to traditional advertising messages. That is why....
...instead of focusing on language travel offers and emphasizing their benefits, we have created a recruitment campaign for a dream job as a language travel tester.
DREAM
JOB OFFER
The EF Language Travel Tester is a dream job:
4 weeks in Singapore,
English language learning,
new friendships
and a salary of 5,000 PLN!
The only responsibility was to report on the stay on the @efpolska Instagram profile, which became the heart of our campaign. In doing so, we have improved access to our target group and made it easier for users to take part in the campaign.
Thanks to the recruitment formula, we expanded the range of activities to include portals and forums with job advertisements, as well as local recruitment points at universities.
FIRST SUCH
RECRUITMENT IN POLAND
Do you associate recruitment with sending CVs, cover letters and stressful job interviews?
In our recruitment process, it was enough to send a private message on the @efpolska profile. No CV or formalities.
Thanks to our innovative app linked to a given profile, we have automated the whole process. Users were provided with further instructions immediately after sending the message and completing the tasks. As a result, we were able to efficiently handle hundreds of applications and queries that were submitted every day.
This is how the first Instagram recruitment campaign in Poland was created.
RECRUITMENT TASKS
In our recruitment tasks, we have combined elements common to the traditional recruitment process with the specific nature of Instagram. Users were asked to show their “perfect” CV photo and present their interests and strengths through highlighted stories on their profiles. They also asked their followers to write why, in their opinion, they were the best candidate to work as an EF tester.
As a result, the organic range of the action was growing with each submitted application. Among the applicants, we could also find a number of famous Instagramers.
Like all recruitment processes, this recruitment also had its own committee.
The jury consisted of 4 famous influencers, who selected the winner of the campaign during live finals. Apart from them, we engaged several dozen artists who encouraged people to participate in the recruitment process.
STRESS-FREE RECRUITMENT!
The language and format of the promotional spot and other advertising creations differed from the traditional visual form of a job offer, thus arousing great interest among the recipients.
Results?
1
mlnreach
of the campaign
in the target group
8 500
obtained
leads
566
%of the achieved
target
150
000entries to the @efpolska
profile
86
%increase in the number
of branded search
in Google
(in a year-over-year comparison)
60
%increase in the number
of travel enrolments
(in a year-over-year comparison)
46
%increase in sales
(in a year-over-year comparison)
1
nomination for
the Złote Spinacze
(Golden Paper Clips)
award
How did we conduct the first Instagram
recruitment campaign in Poland?
WATCH THE VIDEO AND FIND OUT
The campaign was carried out in cooperation with:
See other projects
Foundation for the Development of the Education System
