Tacoma Public Schools Human Resources

FOCUSED RECRUITING MESSAGES PUT MORE TEACHERS IN CLASSROOMS

Innovative schools, improved test scores and dedicated teachers were shining the light on Tacoma Public Schools. Yet the district’s human resources department still faced a significant challenge: replacing more than 100 retiring teachers with those who share their relentless passion.


JayRay went to work

  • Analyzed recruitment materials and messages
  • Interviewed recently hired and veteran teachers, administrators and staff to determine key differentiators
  • Created a recruitment plan and strategy, including campaign theme, updated collateral, messages and customized recruitment materials
  • Developed a digital audience buying plan and provided social media content

Results

  • Digital ad campaign produced a significant increase in visits to the careers landing page
  • 50 percent reduction in the number of open positions at the start of the school year over the previous year