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Attracting Antipodean teachers

SEO & Social Media

World Class Teachers is a recruitment agency that specialises in placing primary and secondary school supply teachers into London schools. Their target audience is primarily teaching professionals from Australia and New Zealand who want to secure a job before they arrive in the UK.

Challenge

DBD’s SEO and Social Media team were engaged by World Class Teachers to increase the number and quality of completed job application forms, in the prime sign up period of September to December.

Approach

Our team developed a comprehensive SEO and social media strategy to achieve our World Class Teachers’ goals. Following an initial technical and content audit to make sure that the website was working efficiently, and following best practice, we developed a schedule to update content regularly.

To attract the target audience, we developed new content tailored to Antipodean teachers detailing what they should expect when they arrive in the UK, and explaining the UK education system. We modified existing information to make the site clearer, and altered the website layout to maximise the user experience. By amending the initial sign-up form we ensured that applicants had effectively already been screened before our client received applications.

To increase World Class Teachers’ online presence we also implemented a social media campaign to build brand awareness, and develop an online community. By creating and sharing teaching resources we positioned World Class Teachers as a friendly and supportive agency, giving them a unique angle compared to competitors. We provided regular blog content updates, and engaged in real time Twitter conversations on educational issues, identified daily hashtag trends and posted job vacancies regularly.

Result

In 2014 we increased organic traffic from Australian and New Zealand teachers by 83% and 200% respectively compared to the same period in 2013. One the social media side we increased followers on Facebook, Twitter and LinkedIn by 167%, 135% and 68% respectively and established a strong presence on Pinterest.

Average tweet reach increased a significant 79% over the period.

During Q4, which is the busiest period, we helped increase the number of applications from Australian and New Zealand teachers 100% and 300% respectively. Our greatest success was increasing the conversion rate from application to job offer by 140%.