Revolutionising recruitment with precision and innovation

Introduction

In the competitive landscape of educational recruitment, the Harris Federation faced a dual challenge: increasing their visibility and attracting high-calibre candidates for both teaching and non-teaching roles. Despite previous efforts with traditional job boards, which proved costly and ineffective, the need for a transformative solution was critical. This case study explores how Gaia (formerly Socially Recruited), armed with cutting-edge technology and a bespoke strategy, turned Harris Federation’s recruitment challenges into a success.

The challenge

Harris Federation, a renowned Multi-Academy Trust, was at a crossroads. Their existing recruitment strategy, heavily reliant on the industry-standard job board provider Tes, needed a revamp to help deliver better quality results. This ineffective approach led to an annual expenditure in the seven figures, with a return that was barely visible.

Pressing issues

1. Low awareness: Despite its prestige, Harris Federation struggled to attract sufficient attention in the saturated job market.
2. Inadequate talent pool: The candidates that did notice were often not relevant nor of the desired calibre, leaving many critical positions unfilled.
3. Diversity deficit: There was a significant need to enhance the diversity within their talent pool, reflecting the community they serve.
4. Specialised role vacancies: Roles requiring specific skills, particularly in leadership, finance, HR/recruitment, science, business studies, and various teaching disciplines such as humanities, remained notoriously difficult to fill.

Our strategy

Recommended by another leading trust impressed by our results, Harris Federation reached out to Gaia to overhaul their recruitment approach. In total, 10 campaigns were needed for teaching roles and non-teaching roles, including English, science, maths, music, humanities, business studies, leadership, data, finance, and HR/recruitment.

Our strategy was multifaceted, focusing on precision targeting and making the candidate experience as easy and quick as possible across all social media networks:

1. GaiaPages: We introduced a seamless application process just like a retail checkout experience. Our technology helps candidates to apply in under a minute, using pre-saved data on their devices, which dramatically increases the completion rate of applications.
2. Geo-targeted campaigns: Understanding that relevance is key, we launched geo-targeted campaigns. This method involves pinpointing the recruitment ads to specific locations where potential candidates live within commuting distance of the job’s location. This hugely enhanced the relevance and effectiveness of the ads.
3. AI-driven targeted outreach: With advanced machine learning algorithms, our technology dynamically adjusted the campaigns to target individuals whose online behaviours and profiles matched the specific skills needed for the roles – be it leadership acumen for administrative positions or specialised knowledge for subject-specific educators.
4. Multi-channel retargeting: Our retargeting strategy used a sophisticated tracking system that ‘followed’ potential candidates across multiple platforms. If an individual engaged with an ad but didn’t complete an application, the ad would reappear in their subsequent online activities to rekindle their interest and encourage completion.
5. Enhanced employer branding: We worked closely with Harris Federation to amplify their employer brand, positioning them as a top choice for educational professionals. This was achieved through strategic messaging that highlighted their commitment to professional development and a supportive work environment.

Our impact

Our tailored approach delivered remarkable outcomes:

• Total impressions: 2,540,905
• Total applications: 580
• Total clicks: 18,355
• Total engagements: 43,200

The campaigns not only filled the immediate vacancies but also enriched the diversity and quality of Harris Federation’s talent pool. The strategic use of technology and data-driven insights positioned Harris as an employer of choice within the educational sector, ultimately fostering a cycle of attracting increasingly better-suited candidates.

Conclusion

By transitioning from a generic, costly recruitment spray-and-pray job board model to a targeted, AI-powered strategy, Harris Federation not only overcame their initial challenges but also set a new standard in educational recruitment. Gaia’s partnership with Harris is a clear example of how understanding the specific needs of the sector and applying innovative solutions can lead to unprecedented success in talent acquisition.

Message from the co-founder

We are incredibly proud of the transformative results achieved through our collaboration with the Harris Federation. If you are ready to revolutionise your recruitment strategy and attract top-tier talent with precision and innovation, let's take the next step together. Reach out to us today to discover how we can tailor our cutting-edge solutions to meet your unique needs.

Warm regards,

Gareth Thyer-Jones
Co-Founder and Director
Gaia

Contact us:
Email: info@iamgaia.com
Website: iamgaia.com

Together, let's redefine recruitment.

‍