Crazy ambitious, super fast-paced, insanely rewarding, ever-changing, instantly gratifying and most of all in the company of the world’s best people. This is what it feels like to have a career in a not-for-profit organisation. But that’s not what people perceived, they had wild and wonderful misconceptions which were holding people back from taking a job with a charity seriously. That’s what we needed to change.
The Nicest Job in Britain wasn’t just 1 job, it was the job dreams are made of. This job gave one person the opportunity to spend an entire year, sharing with the world what is was really like to work in 45 different charities - whilst getting paid a great salary, a company car, a paid for holiday to anywhere in the world and a £2,500 donation to a charity of their choice.
Maximising reach and impact were the two things we needed to achieve if we were going to really move the needle. Capitalising on the virality and the organic nature of social media was our fastest way of growing the message.
We designed the program as ‘social first’ - where everything from entry submissions, to the weekly vlogs all cultivated social engagement through network effects. With hundreds of thousands of entries, Luke was a stand-out winner. Over his year in residence, his content inspired thousands of people to follow his journey and get involved.
Just like every cause, this program needed to be funded - by companies who were able to really see the bigger picture and understand their role in the world. It wasn’t just a race for cash, growing this program needed support in all forms - PR, people and workforce, spaces, cars, skills, media-buy and most importantly credibility.
We got deeply involved with every business that backed the Nicest Job in Britain - to make sure that we could capitalise on what mattered most to them, where we could leverage their organisation’s reach and how they too could inspire their workforces to contribute to the not-for-profit sector in more meaningful ways.
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