Case Study: Essex County Council boosts early years recruitment with PLMR Genesis

Essex County Council drives 6.9 million impressions with PLMR

PLMR Genesis was engaged by Essex County Council to address a critical shortage of early years and childcare professionals. The council was experiencing a significant net loss of childcare places and a decline in registered childminders, leading many providers to hire underqualified staff. The challenge was to boost recruitment and re-engage qualified practitioners across the county.

To meet this challenge, PLMR implemented a multi-channel digital advertising campaign targeting specific audience segments like career changers and existing practitioners. The strategy used platforms like Meta and LinkedIn, featuring compelling seasonal messaging and real-life video stories to inspire the target audience. The campaign delivered outstanding results for PLMR's client, generating over 6.9 million impressions, 116,240 clicks, and a significant increase in Facebook page likes. It also drove substantial traffic to recruitment pages, far exceeding targets and successfully fostering interest in early years careers in Essex.

Essex County Council