224% increase in conversions

Impact Teachers is a teacher recruitment agency based in London. Its website says it has over 20 years of experience and works with primary, secondary and SEN schools, placing teachers, teaching assistants and support staff in daily supply and long-term roles.

Education recruitment is a market with its own rhythm. Schools need cover at short notice when staff are away, and they also plan ahead for permanent posts as terms approach. Teachers and support staff, for their part, look for work around the school year and compare agencies on the roles available, the pay and how well they are looked after. An agency that is easy to find and easy to apply to has a real advantage over one that makes candidates work hard.

A recruitment agency needs applications from two sides: the schools that hire, and the teachers who want work. For this case study the conversions that mattered were the teacher applications made through the agency's recruitment platform.

That is a different kind of conversion from a sale. A teacher choosing an agency is making a professional decision, so the search terms, the ads and the landing pages all need to speak to people who are considering their next position and to make applying simple. Many agencies are competing for the same candidates in London, and an account that lets its costs creep up quickly becomes hard to justify.

It also helps to have a marketing team on the client side who know the agency's candidates and the roles that matter. Advertising for a recruiter works best when the people who understand the roles and the people who run the account share what they know, and when the account can be adjusted as the needs of schools change through the year.