Kids Over Politics · Recruitment campaign
Success Academy needed teachers in the middle of a years-long, very public political fight. Rather than soften it, the recruiting work ran in the same voice as the Kids Over Politics campaign and told candidates exactly what they would be walking into. Applications rose 22%, and retention rose 15%.
// The work
Kids Over Politics said in public what the organization was actually for. The recruiting work used the same voice to tell a candidate exactly what they would be joining, including that it isn’t for everyone. Teachers who wanted the fight leaned in. Teachers who didn’t selected themselves out, which is the mechanism working.