EF Language
Travel Tester

social media, digital campaign

Client: EF EDUCATION FIRST

Education First is a leading international provider of language travel programmes in more than 50 countries around the world.

Tasks

Promoting language travel to people aged 18–21
Acquisition of 1,500 completed forms

Tasks

Promoting language travel to people aged 18–21
Acquisition of 1,500 completed forms

HIGH SCHOOL EXAMS PASSED?
WHAT NEXT?

Our task was to create a campaign that would appeal to young people and encourage them to take part in language trips. We focused on the 2018 high school graduates, who had important life choices ahead of them and were beginning their longest summer break yet.

We asked ourselves: how could we draw young people's attention to language travel offers? Their generation is constantly online, which has made them resistant to traditional advertising messages. That is why…

…instead of focusing on language travel offers and emphasising their benefits, we created a recruitment campaign for a dream job as a language travel tester.

DREAM
JOB OFFER

The EF Language Travel Tester role is a dream job:
4 weeks in Singapore,
English language learning,
new friendships
and a salary of 5,000 PLN!

The only responsibility was to report on the stay on the @efpolska Instagram profile, which became the heart of our campaign. This helped us reach our target audience and made it easier for users to take part in the campaign.

Thanks to the recruitment formula, we expanded the range of activities to include portals and forums with job advertisements, as well as local recruitment points at universities.

FIRST SUCH
RECRUITMENT IN POLAND

Do you associate recruitment with sending CVs and cover letters, and attending stressful job interviews?

To apply, candidates simply had to send a private message to @efpolska. No CV or formalities.

Our innovative app, linked to the profile, automated the whole process. Users were provided with further instructions immediately after sending the message and completing the tasks. As a result, we were able to efficiently handle hundreds of applications and queries that were submitted every day.

This is how the first Instagram recruitment campaign in Poland was created.

RECRUITMENT TASKS

Our recruitment tasks combined elements of a traditional recruitment process with Instagram's distinctive features. Users were asked to share their “perfect” CV photo and present their interests and strengths through story highlights on their profiles. They also asked their followers to write why, in their opinion, they were the best candidate to work as an EF tester.

As a result, the campaign's organic reach grew with every application. The applicants included a number of well-known Instagrammers.

The recruitment process also had its own selection panel.
The jury consisted of 4 famous influencers, who selected the winner of the campaign during live finals. Apart from them, we engaged several dozen artists who encouraged people to participate in the recruitment process.

STRESS-FREE RECRUITMENT!

The language and format of the promotional video and other advertising materials differed from those of a traditional job advert, generating strong interest among the audience.