Our teacher recruiting campagin in Saxony
We have been working with the Saxon Ministry of Culture (SMK) since 2022. Together with Beno Hoyer, a spokesperson for the SMK, we talked about the planning of the campaign to combat the shortage of qualified teachers in Saxony.
The project for the teacher recruitment campaign is not only socially and politically relevant, but also shows how a mission must be formulated from the concept, objectives and strategy to the measures so that it appeals to the right target group in public.
Before you get to know the instructions for a campaign in the next blog posts, we would like to give you a brief introduction to the topic in the form of an interview with the speaker Beno Hoyer and introduce you to the challenges of teacher recruitment.
Interview with Beno Hoyer, SMK speaker
What is your role in our project?
Beno: As a representative of the Saxon Ministry of Culture, I am responsible for recruiting young teachers, for school assistance systems and for personnel development in the teacher sector. My job is to think about how we can attract more teachers to Saxony. One of these ways is the “LEHRERIN SACHSEN” campaign. We are implementing the campaign together with you as an agency.
What is the interim conclusion of the collaboration?
Beno: I'm always impressed by your enthusiasm and your ideas, which make us feel drawn in automatically. It's not just a pleasure for me, but for everyone here in the department to work with you. We hope that the campaign achieves its goal of inspiring more young people to become teachers in Saxony. And I hope that we can continue to work well and openly with PIO.
What did SMK really like about the agency's concept?
Beno: Thank goodness we won you over for our campaign. Last summer, there were a total of five applicants for this campaign and PIO was awarded the contract. PIO was chosen back then because the approach and target group they formulated and their ideas were simply so convincing. That's why you are exactly the partner we wanted. Of course, we looked at what the agency had already done beforehand. We saw the “Sorbisch - Na klar” campaign, which is very successful, and were impressed. The stringency that is visible in the campaigns convinced us, so that we can say: All the others are good, but PIO is better!
What is the aim of the campaign? How did PIO advise you?
Beno: It's about using a campaign to attract teachers to Saxony. PIO simply supported and inspired us with so much power. For every problem, there is someone who has a plan for how to solve it. This helps us in the ministry immensely because we don't have this expertise, of course. We can always rely on there being someone in the back-up who can help us and quickly find a solution. It doesn't take a week, but sometimes just half an hour for the solution to arrive. We are very grateful and happy for PIO's support. We are looking forward to the campaign and are excited to see how it goes. I think we have found the best partner in PIO.
Thank you for the interview and the cooperation.
In further blog posts, we will introduce you to the detailed development of this campaign. In particular, you will learn the basics and practical steps for creating a communication concept. But how can the solution to a problem be formulated effectively? With the right storytelling! You will therefore learn the structure and basic understanding of writing facts and stories. In short, we will take you on a journey around the expertise needed to develop successful campaigns.