The National Institute of Teaching

Recruitment Video

We were tasked with creating a recruitment video that would appeal to young people who are considering their career options. Through our research, we learnt that young people would not respond well to a glossy ad that only showed the good side of the job. So our creative strategy process lead to an idea involving glimpses from teachers working lives showing the challenges as well as the rewarding elements of the job. We filmed documentary style to capture interactions between teachers and pupils. A voiceover was added to shape the narrative and focus the viewer on the fact that there are challenges but on the other side of challenges come the greatest rewards.