A learning curve
Finding needles in a haystack.
Bright Horizons finds schooling solutions worldwide, for both corporates and families.
It’s the UK’s leading childcare provider; but handily we were asked to drive brand awareness and kick off a long-term recruitment strategy in India - where previous strategies have failed.
We had to find the perfect people in a population of (give or take) 1,367,097,934 - the second biggest in the world.
They had to be female, with very particular qualifications, in a country of almost 3million km2, where not all women drive, and where the median age is very young, at just 27.
What we did
We needed to tap into the vast passive market, and fast!
So we got a bit naughty. After all, would you go looking for a needle in a haystack without at least a magnet?
As part of the campaign we actively targeted education professionals already working for other employers with our social campaigns - that way we could be sure candidates at least held teaching qualifications and understood the sector.
Did it work?
It worked - because we got super-clever!
On top of great media buying, we used our own programmatic software to control spend, making sure we brought in the perfect number of pre-qualified candidates, not simply clicks or enquiries - before we turned the spend off.
As a result, Bright Horizons went from zero to hero - from no good quality applications to the high quantity we delivered. And from these, they continue to fill all their roles - in fact they even had to create new ones as we actually over-delivered too many great candidates. Who would've thought...
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Pixar Animation Studios, eat your heart out ;)
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