Employer branding for the education sector

For some time now, the federal state of Saxony faces a key question: What can be done to combat the growing shortage of teachers? How can we fill more than 18,000 vacancies by 2030? This is precisely where our communication campaign comes in.

Our mission goes beyond traditional recruiting: to improve the overall image of the teaching profession now and in the long term, and to inspire more Saxon high school graduates to pursue a career in teaching. To achieve these goals, we develop a comprehensive employer branding strategy that positions the teaching profession as an attractive career option.

Target group-oriented campaign development for Gen Z

The teacher recruitment campaign is clearly tailored to the needs and expectations of Gen Z in Saxony and their media usage. Our communication strategy is based on a simple but effective approach: we give the target group new role models and let students and the new generation of teachers speak for themselves – about inspiring lessons and their decision to pursue a career as a teacher. We show what the profession achieves and what makes it unique.

This authentic approach strengthens the employer brand of the state of Saxony in the long term and creates emotional connections with potential applicants.

Integrated campaign measures for maximum reach

The campaign centers on the web portal www.lehrer-werden-in-sachsen.de, which provides answers to the most important questions about studying, changing careers, and teaching, in addition to many personal impressions from everyday school life. This is complemented by an approachable community management on Instagram, TikTok, Facebook, and LinkedIn as well as networking, event management, online marketing, and large-scale advertising throughout Saxony.

Our communication concept covers all relevant touchpoints of the candidate journey – from initial inspiration to the actual application. Through targeted measures in the context of social media recruiting, we reach potential and future teachers where they are.

Measurable campaign success

Since the campaign launched in 2021, website traffic has tripled. The number of followers on Instagram is also growing steadily. Targeted paid social ads and collaborations with influencers from Saxony help increase awareness and reach for the recruiting campaign. Right at the start of the campaign, we achieved a total reach of over 60 million in more than 30 relevant media outlets.

These figures show that well-thought-out employer branding and target group-oriented communication strategies can achieve measurable success even in specialized fields such as education.