Teach First, the largest graduate recruiter in the UK, is now having to deal with the UK’s current teacher recruitment crisis, which has seen pupil numbers rise dramatically while the number of graduates has dropped precipitously.
Teach First, the largest graduate recruiter in the UK, is now having to deal with the UK’s current teacher recruitment crisis, which has seen pupil numbers rise dramatically while the number of graduates has dropped precipitously. The problem is most acute in low-income areas. Since 2014, there’s been a marked rise in the number of people accepting Teach First offers and then pulling out to take up something else. In 2015, this was accompanied by an absolute decline in applications.
Our challenge was to find a way to arrest this decline. Teach First needed to generate large numbers of leads from the experienced hires market. They also wanted to build the Teach First brand and encourage more people to consider changing careers.
“Why sign up for a life of bleak PowerPoint presentations, disinterested colleagues and soulless striving for career progression, when you can teach?”
That was the thinking behind our creative approach aimed at career changers and young professionals, challenging them to take up teaching in low-income communities, we wanted to use emotive video to activate applications. Our aim was to show people already working in a corporate environment that joining Teach First could offer something very different and substantially more rewarding. Particularly if you’re teaching the children in greatest need.
Our video interweaves two alternate versions of a working day. One is set in a dull, uninspiring – and routine – corporate environment. The other takes place in a bright, lively classroom. Over the course of the video, we invite viewers to consider whether their current role is what they really want and gives real job satisfaction. By contrast, classroom life is filled with energy, laughter and meaning. The rewards may be less tangible, but they are very real and deep.
The video was promoted via the Teach First website and social media. It ended with the line: “As a teacher, you can change hundreds of lives. Not least your own.”
“Our outputs have had overwhelmingly positive feedback and most importantly for a charity, we’re beginning to see the results. Traffic has been extremely high throughout the campaign and this is now translating into opened and submitted applications which will, in time, result in more teachers across England and Wales supporting the young people who need them the most.”
Claire Walker, Director of Communications Teach First
So far the video has been viewed over 86,000. This has helped Teach First to receive 1,409 applications from young professionals and career changers. That’s a 56% increase in applications, compared to the same period in the prior year. The film also won ‘Best Video’ at the RAD Awards.