To address ongoing recruitment challenges within the nursery sector, I designed and launched a targeted lead-generation campaign focused on increasing high-quality job applications while keeping cost per lead efficient.

The campaign combined paid Meta advertising with trend-led social media content. Rather than using traditional static job adverts, I created a series of short-form reels aligned with current social media trends. These videos were designed to feel native to the platform, authentic to the team, and engaging rather than corporate. This significantly improved watch time, engagement and click-through behaviour compared to standard recruitment posts.

Alongside the creative content, I built a structured application funnel. I designed the ads, wrote the copy, and created a streamlined website form to remove friction from the application process. The form was simple, mobile-optimised and focused on capturing key applicant details without overwhelming potential candidates. This ensured strong conversion once users clicked through from the ad.

The campaign generated over 50 job applications within a short period, delivering a highly efficient average cost of £9.73 per lead. For the nursery sector, where recruitment is consistently competitive and difficult, this represents a strong performance. Importantly, these were not passive impressions but measurable applications submitted through the system.

Beyond immediate applications, the campaign also strengthened employer brand visibility. The reels performed strongly on social media, driving increased engagement and showcasing the culture and personality of the settings. This positioned the nursery not just as a place hiring staff, but as a workplace people actively wanted to join.

This project demonstrates my ability to combine creative content strategy, paid advertising and conversion-focused website design to solve a real operational challenge, delivering measurable recruitment results at a controlled and efficient cost.