How I Tripled Nursery School Tours by Optimizing Instagram
Childcare workers look at nursery schools even before they consider changing jobs.
Before looking at job postings, they are looking at Instagram.
This is something I have strongly felt recently while providing recruitment support.
At one actual nursery school, by optimizing how they use Instagram, the number of school tours increased by about three times.
They did not run advertisements, nor did they increase the number of job boards they use.
What they changed was,
how they use Instagram
and that was all.
Childcare workers look at nursery schools before they even think about changing jobs
When observing the recent job-seeking behavior of childcare workers, I notice one interesting thing.
That is
that they are looking at nursery schools before they even consider changing jobs
.
For example,
・Following nursery schools they are interested in
・Viewing posts
・Viewing stories
In this way, they gradually get to know the atmosphere of the nursery school.
And then,
"This place looks good"
they go for a tour at the nursery school they thought that about.
In other words, now it is
Job posting
↓
Application
↓
Tour
Instead of that
Instagram
↓
Interest
↓
Tour
This flow is increasing.
From a recruitment perspective, this is a significant change.
Instagram is not something you just 'do'
However, there is one important thing here.
Instagram is not something you just do for the sake of doing.
Many kindergartens post regularly.
However, not that many are successfully connecting it to recruitment.
The reason is that there is no design behind it.
The first thing to decide for Instagram
There is something you must decide first when starting Instagram.
That is
who you want to reach
.
The theme here is recruitment.
In other words, the target audience is job seekers.
When you do that, your approach to posting changes.
For example
What do job seekers want to know?
・Atmosphere of the kindergarten
・Relationships between staff
・Work style
・Philosophy on childcare
・Interaction with children
These are the types of information.
In other words, you need to post on Instagram while thinking about how to present the information job seekers want to know.
And actually, something else interesting happens.
When you optimize your Instagram for recruitment, another change can occur.
That is
it also influences student enrollment
.
This is because
nursery teachers working with smiles,
children enjoying their activities,
and the school's initiatives and philosophy
are all important information for parents considering enrollment as well.
Parents look at
"what kind of childcare is being provided"
not only, but also what kind of teachers are there.
A school where teachers seem to enjoy working provides a sense of security just by that fact.
In short,
Posts that reach job seekers also reach parents as a result.
Recruitment outreach also serves as public relations to convey the school's appeal.
This is a byproduct-like effect that is also inevitable that occurs in many schools.
The three roles of Instagram
I believe many of you are already familiar with the characteristics of Reels, Feeds, and Stories.
Reels reach people outside your followers.
Feeds reach your followers.
Stories are for daily updates.
When I provide recruitment support,
knowing something and actually doing it are different thingsis something I often feel.
Therefore, when looking at Instagram from a recruitment perspective, each feature has a role.
Reels
A place to "get to know" the kindergarten
Reels reach people beyond your followers.
Because they appear in recommendations and the discovery tab, they reach people who don't know the kindergarten yet.
In other words, Reels become thegateway to getting to know the kindergarten.
Feed
A place to "understand" the kindergarten
People who become interested through Reels will look at your profile.
Then they look at your feed posts.
Here, they begin to understand "what kind of kindergarten this is."
The feed acts like aninstruction manual for the kindergarten.
Stories
A place to show the "reality" of the kindergarten
Stories show the most realistic information.
For example,
・Today's kindergarten scene
・A glimpse of the staff
・Event preparation
From these posts, job seekers get a feel for the atmosphere of the kindergarten.
Stories are aplace to show the daily life of the kindergarten.
The result of optimizing Instagram
At one kindergarten,
Reels
→ To get known
Feed
→ To be understood
Stories
→ To show daily life
was the design we implemented.
And then,
Instagram
↓
LINE
↓
Kindergarten Tour
was the flow we created.
As a result,
the number of entries increased byabout three times.
However, there was an even bigger change.
That wasthe quality of the people coming for tours.
More people started coming because they saw our posts and thought, 'I want to work at this kindergarten.'
Summary
What is important for Instagram recruitment is not the number of followers.
It is not the posting frequency either.
What matters is
who you are reaching
.
For recruitment, the people you are reaching arejob seekers.
How do you present the information that job seekers want to know? That is where the design of your Instagram begins. And as a result, that content may also reach parents.
Sharing recruitment information also serves as public relations to convey the charm of the kindergarten.
This is a very interesting phenomenon.
Conclusion
If you are currently
using Instagram but it is not leading to recruitment,
then that might not be an issue with your operation, but rather
an issue with your design.
might be the case.
At Bridgo,
SNS
LINE
recruitment funnels
we provide support for recruitment design that combines these elements.
If you need any tips, please feel free to consult with us.
Recruitment is not driven by job postings alone.
Sharing the daily life of the kindergarten can also lead to future recruitment.