Migrant Help – Recruitment Video Campaign for Call Advisors
Migrant Help - Recruitment Video
1. Project Overview:
Migrant Help, a charity supporting asylum seekers and vulnerable migrants, sought to recruit more call advisors for their Dover-based helpline. However, they faced challenges with staff retention, largely due to misconceptions about the role. Many new hires expected to work as case workers, only to find that the position was primarily a first point of contact, leading to turnover.
2. Objectives:
The goal was twofold:
Attract new candidates to apply for the call advisor positions.
Set clear, accurate expectations about the role while emphasizing its importance within the asylum support process.
3. Our Approach:
To address the retention issue, we reframed the narrative around the call advisor role. Instead of focusing on what the job wasn't, we highlighted its significance as the first cog in the asylum-seeking machine. By positioning call advisors as a vital first step in providing support, we aimed to inspire pride and purpose in prospective candidates.
We created a video campaign that featured authentic, heartfelt testimonials from five current staff members. Through these interviews, they shared their thoughts on the job, the fulfillment they found in helping asylum seekers, and the supportive work environment at Migrant Help. Each staff member reinforced the key message: while they weren’t case workers, their role was crucial to the process, and that brought them deep satisfaction.
4. The Video:
The campaign included one overarching recruitment video and five individual staff portraits. The main video distilled the collective experiences of the team, while the individual portraits offered a closer look at each advisor’s unique perspective. These shorter videos were designed for periodic release, keeping the campaign fresh and engaging over time.
5. Results & Impact:
The videos were recently released, so impact metrics are still forthcoming. However, initial feedback from Migrant Help has been overwhelmingly positive.
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