August 8, 2022 Deliverable #3: Social Media and Brand Consultation Report

Write a report (500 words minimum) that combines the research and feedback you have given
so far with the overall goal of defining, sharpening, and growing Tempe Elementary’s
recruitment strategy on our social media platforms. Your report should cover these three areas:
● Social Media Audit
● Recommendations for the Future
● Sample Social Media Campaign - Provide a sample social media campaign that
connects to latest market research and is aligned with the recommendations that you
have to improve Tempe Elementary’s social media strategy.

‘Day in the life’ Video

Incorporating a Temple elementary ‘Day in the Life’ would be highly beneficial in fostering knowledge
for unknown or underapplied jobs. These jobs would include electricity technicians, engineers, nutrition
specialists, and so on and so forth. The intention is so the videos are just brief enough yet informative for
potential applicants who would want to further inquire on the job site. A mock script would include only
about three questions. These questions serve to show the benefits and responsibilities of the job. For
example, the script might include 1) What is your favorite perk that Tempe offers? 2) What type of
people work here? 3) Why are the hours Tempe offers convenient for you? These videos require little
preparation and don’t particularly need b-roll footage. The links to the job website or LinkedIn could be
tagged as well. Now for cohesiveness across platforms. For Twitter, as well as the others, using
appropriate hashtags would definitely boost viewership. A broad hashtag like #hiring and/or
#elementaryschool as well as a niche one like #Tempejobs and/or #arizonajobs would reach a good range
of your target demographic. For Instagram, these videos could be taken and compiled on an Insta Story
titled ‘Hiring ✅’. For Facebook, Tempe could share the ‘Day in the Life’ with all its subsidiaries.
Social Media Newsletter Mockup

The goal of a weekly newsletter is broken down into three parts: nurture and
continue to grow the tight-knit bonds of those within the Tempe Elementary school
district 3 community, boost awareness and engagement with all the district’s social
media platforms, and curate tangible feedback about why those who chose to join the
community did and what they enjoy about it. The third part is a key step to collecting
data on what selling points to focus on when crafting recruitment postings on sites like
LinkedIn. The above newsletter template offers a malleable format that can be easily
altered each week to reflect current events and matters throughout the school district.
Each section caters to a specific strategic recruitment goal of TD3. This week's mock-up
focuses on the goal of highlighting the district's strengths, as seen in the diversity
matters section, and emphasizes the ways in which the district makes the safety of
students a top priority. The section titled #TD3 Weekly Star is a recurring section of the
newsletter. This section should look to showcase not just educators but non-educators
and even students. This will create a sense of community within the district and can be
used to exemplify the close-knit sense of belonging and care that the district is bursting
with. Finally, each newsletter should include links to all of the district's social media
accounts and should be posted on Facebook, Instagram, and Twitter in order to drive
engagement, increase reach, and build the audience of each platform.

Market Research and Data Collection

In our research, it was reported that neighboring school districts had well over
70% of employees who attended universities in the area. This was an indicator that
nearby university students are a massive part of your target market. Through an online
survey sent to students at ASU we have found that LinkedIn is the most used job search
site, meaning any updates to Linked in whether it be platform crossover posts, to reach
a broader network, or a more detailed job description with information like salaries,
benefits, or an updated about me section that highlights Tempe Elementary USD’s solid
reputation and opportunities for growth. Social media is lower, but with strong stories,
reels, and crossover posts this could be a strong second and is likely to have far more
views due to having video/photos and the capability of beings shared over so many
platforms (Instagram, Facebook, Twitter, YouTube, NextDoor). Our survey also
indicated that there were no participants employed in the trades at this time. Marketing
to universities is a strong choice for careers you seek to fill for Educators such as
teachers and those with more specialized professions but adding trade schools to your
target market would increase your net on the ready-to-graduate technicians you reach.
Marketing to trade schools would give you ready-to-work graduates to fill positions
Tempe Elementary USD seeks to fill such as HVAC, Electrician, Carpenter, and
Custodial Staff. Please see BuildStrong Academy of Colorado for an example of trade
schools in the Tempe area and why it would benefit to do specific outreach through
social media and specific outreach to these types of trade schools.

@buildstrong_academy_colorado
Instagram example of a trade school that hosts outreach and job fairs on-site, ready-to-
go employees, trained, certified, and seeking work.

Below are the results of the surveyed ASU student participants.

1. Which e-job sites do you typically use?
LinkedIn 77.78%
Indeed.com 72.22%
Glassdoor.com 16.67%
Socials 33.33. Facebook, Instagram, Nextdoor
Other

2. What type of values and culture do you look for in an employer?

Transparency, Diversity, Inclusion, Honesty, Ethical, Respect, Positive, Work/life
Balance.

3. When reviewing potential employers, what do you want to know about?

The company’s reputation 77.78%
Salaries, benefits, flexibilities 88.89%
Opportunities for growth and development. 77.78%
Potential coworkers 38.89%
Lifestyle of location 27.78%
Employers’ management style 50%

4. Age?
18-24 0%
25-31 44.44%
32-38 16.67%
39-45 16.67%
46+ 22.22

5. Are you currently employed?

Student only 35.29%
Tech 11.76%
Education 17.65%
The trades 0%
Mental health 0%
Student plus one of above 35.29%

*Report curated by ASU Students Celina Garnett, Isabella Knox, and Natalie Chisholm