Background
The Federation of Local Authorities in Israel is the umbrella organization representing all municipalities and local councils across the country. They faced a significant operational challenge: a severe nationwide shortage of kindergarten assistants, which impacted the daily functioning of the early childhood education system.
The organization needed a practical solution to recruit new staff. They hired Mashrokit Digital to generate a steady stream of prospective candidates quickly, utilizing targeted digital channels to address the staffing gap.
The work
Working alongside the client's in-house team, we analyzed the target audience and the barriers preventing potential candidates from applying. We determined that the campaign needed to clearly highlight the specific financial benefits and employment conditions offered by the municipalities. To support this, we helped set up a straightforward landing page designed to capture applicant details easily.
We then executed a geographically targeted paid campaign. Instead of distributing the budget evenly on a national scale, we focused ad spend specifically on districts experiencing the most acute staffing shortages. This approach ensured the campaign directly addressed the distinct local needs of various municipalities without wasting resources.
From our work
Ongoing scope
Our ongoing public-sector social media and digital channel management for the Federation combines strategic planning with the execution of digital content and paid campaigns. We run social media channels and PPC campaigns alongside the client's in-house team. By identifying relevant current events, we help maintain an effective communication channel that reflects the ongoing work of local authorities.
What transfers
Public sector organizations often face national staffing shortages that require localized solutions. This case demonstrates how applying precise geographic targeting to paid campaigns prevents budget waste. By focusing ad spend strictly on high-need areas and simplifying the intake process, government bodies can achieve high-volume recruitment cost-effectively.
Results & Impact
The focused messaging and precise geographic targeting yielded tangible results. The recruitment campaign generated hundreds of leads from potential candidates in a short period. Most notably, the cost per lead came in at a fraction of the local benchmark, allowing the Federation to address the municipal staffing shortage cost-effectively.
“Mashrokit demonstrated expertise in current events, properly structured the utilization of news opportunities for social media publications, was highly responsive, and showed great creativity.”