Teach for All The William Drenttel Award for Excellence in Design Teach First

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1 Teach for All The William Drenttel Award for Excellence in Design Teach First THE CONTEXT Teach First, the largest recruiter of graduates in the UK, manage to pick up the phone and speak to every one of their applicants and thank them for their time and their application. That's basic human decency - but not many manage it. Simon Rogers, Director of Work Group Teach First is an education charity. We work with like-minded people and organisations towards a day where every child has the excellent education they deserve. Our Leadership Development Programme (LDP) provides training and support to enable graduates to become outstanding teachers in low-income communities. At its inception, Teach First started with just 186 participants joining partner schools in London. In 2014, 1,426 graduates joined the LDP, meaning our community of teachers have reached over one million pupils in schools across England and Wales. This unrivalled growth has resulted in Teach First now being the largest UK graduate recruiter, but we have not become complacent. We still need to retain our personalised approach to recruitment as we work towards recruiting a diverse cohort of talented teachers to make a positive impact in our classrooms. Objectives For us to achieve a 33% growth in our community of teachers, we needed to see a significant rise in the number of opened applications, submitted applications and ultimately offers made to join the programme. This relies heavily on being able to communicate with enough interested individuals (leads) therefore needing their contact information. Currently 25% of our offers to join the LDP in 2015 started out as a lead. Using this, and our current conversions throughout the lead pipeline as a benchmark, we will need to source over 22,000 leads in order meet our ambitious recruitment target. Furthermore we wanted to ensure that all our contact with leads was timely and personalised, as a continuation of the first rate candidate experience offered by Teach First. Page 1 Teach First is a registered charity, no

2 OUR SOLUTION Investing in technology Over the past year we have invested heavily in new technologies to introduce a new lead capture process. We have issued ipads to every recruiter and every team of Brand Managers (student representatives on campus) complete with apps that enable us to securely record each individual s details and their interests, allowing us to effectively manage subsequent interactions with our candidates. We capture the majority of our leads through our on-campus events. We use two apps on campus: icapture and Eventbrite, both of which have been tailored to our specific recruitment requirements. icapture enables us to capture leads without the problems that arise from gathering these with pen and paper; lost leads, duplication of leads and human error. Eventbrite allows us to manage the registration of our events and promote them across multiple networks. Without these apps, we would be unable to collect information from those who do not pre-book onto our events. The precise and accurate nature of capturing leads in this way enables us to build a picture of each candidate and then personalise and tailor our communications to them. Utilising technology also enables Teach First to reduce its environmental footprint by eliminating the use of paper forms to collect information from our many leads. Mapping the process The first stage of the project identified what information we would need to obtain from our leads to tailor the recruitment process to their individual needs and interests. We worked with our recruiters and tapped into their experience of interacting with our candidates to inform this process. We then identified the technical systems required (ipad and relevant apps) and how to integrate these with our in-house Customer Relationship Management (CRM) system, Salesforce. Salesforce is automatically updated with a lead s details once they have been entered into the ipad (whether this is by icapture or Eventbrite) and has the intelligence to ensure that even if an individual registers at more than one event, or with more than one recruiter, that entry is not duplicated. Having this information in Salesforce also allows anyone within our department to see exactly what interactions a lead has had something that was impossible to do when using spreadsheets. We worked with our recruiters to develop the process and then ran a pilot on a small number of campuses to test the efficiency of the technology and the ease of use for the recruiter and candidate. The pilot was successful and we began a series of internal training sessions to ensure recruiters were comfortable and confident to launch the new process on their campuses. Page 2 Teach First is a registered charity, no

3 THE IMPACT Increase in leads The new lead capture process has vastly improved the candidate experience. Previously, Graduate Recruiters used a variety of slow and outdated methods to capture information. Individual s details were taken down on paper forms, or manually entered onto spreadsheets while the prospective candidate waited. The process and the information gathered differed amongst recruiters and we had no effective way of measuring or communicating with those leads once we had their details. As a result of the new process being more efficient for both the candidate and the recruiter, we have seen a significant increase in leads from 4900 leads during the recruitment year to 15,069 leads so far this recruitment year ( ). Our former leads capture process - a paper form and spreadsheet of information Page 3 Teach First is a registered charity, no

4 Number of leads captured 15, /14 recruitment year 2014/15 recruitment year (to date) Over 200% increase in number of leads (to date) Personalised, timely contact The new process offers candidates a secure and simple system to input their details and ensures a personalised relationship with Teach First mitigating bulk and irrelevant communications. It also reduces the potential for human error, such as misspelled words, as there is no handwriting confusion. It can be easily read and the majority of fields are multiple choice, as opposed to free text, removing room for error. Subsequent s, event invites, phone calls and face to face meetings are now significantly more informed, improving our conversion rate from lead to submitted application. 26% of our offers have come through leads this recruitment year, and more than half our campus offers have come from leads. Previously we were unable to measure this conversion, as leads were not available on Salesforce. Hompage on icapture app Page 4 Teach First is a registered charity, no

5 communications are now tailored dependant on a candidate s academic year, interests and location. For example, if a candidate told us through the icapture form that they were in their 2 nd year of study and interested in hearing more about our undergraduate opportunities we can send them a bespoke detailing our Brand Manager roles and Taster Days, and leave out details on applying for the Leadership Development Programme for which they are not yet eligible. Examples of our tailored communications icapture enables us to have a range of information at our fingertips! It s incredibly useful to understand what opportunities individuals are interested in whilst having a greater understanding of how successful our events and projects are. It also enables us to tailor our communications much more effectively. Graduate Recruiter, Teach First The new leads capture process is facilitating growth, improving efficiency and cementing our reputation as personalised graduate recruiters. The mobile nature of the ipads allows us to capture leads details quicker and easier, whilst the information gathered provides us with an opportunity to effectively tailor our communications. As the year progresses and we build on our leads data, we can see just how vital this process is - improving the likelihood of an applicant submitting an application and consequently being made an offer. Our community has already had an impact on the lives of one million pupils; innovation such as this will enable more teachers to teach in more classrooms and inspire the next million children. Page 5 Teach First is a registered charity, no

6 DESIGNER CREDITS Ed Butcher, Teach First Hong Nguyen, Teach First Ben Williams, Teach First Niall McGrath, Cloud Symphony Page 6 Teach First is a registered charity, no