Our 'do you wish' campaign...

...changing candidate perception

Jewish Care’s a massive charity doing great work, caring for 10,000 Jewish people every week, and with a genuinely passionate, loyal workforce - but they were struggling to recruit. Why?

We dare you not to shed a tear at 2 minutes and 56 seconds...

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Candidate surveys showed us that over 80% had just assumed their religion - or in many cases lack of it - would be an issue.

So we had to find a way to make sure amazing candidates saw beyond the word ‘Jewish’. How do we use the word Jewish but don't use the word Jewish, Ahh?

What we did

We were rocked on our heels by the passion the staff showed in the survey - it read like a wish-list for the perfect employer.

All this genuine emotion (we saw real tears!) led to our award-winning ‘Do You Wish..?’ Yes, you heard right, we said ‘Do You Wish' not Jewish do you get it? ;) This career site, championed the great Employer Brand - and making sure candidates knew that religion had absolutely no effect on their application.

We completely lost reference to ‘Jewish Care’ in the main heading, and instead ran ‘Do You Wish..?’ messaging - ‘Do You Wish…you had one of the best jobs in care?’

Did it work?

The ‘Do You Wish’ campaign completely flipped the earlier results on their head. There was a phenomenal change in candidate perception. The really clever part was, we lost the preconception that the word Jewish created and just gained ourselves a chuck of time to reeducate the candidates.

Not only did you not have to be Jewish to work there, you’d be working for an amazing, supportive organisation alongside engaged and passionate employees.