Dipont Education, a major provider of international K–12 schools in China, needed to attract high-quality overseas teachers but struggled to communicate a compelling employer story to candidates unfamiliar with the market. Their recruitment relied heavily on job boards, and negative legacy press dominated search results, undermining credibility with international applicants.
I undertook a full diagnostic of Dipont’s employer narrative, reviewing existing materials, analysing candidate perceptions and interviewing recruiters and teachers. From this, I developed a clear employer value proposition and messaging framework tailored to Western audiences considering relocation to China.
Working with Chinese marketing colleagues, I planned the architecture of a bilingual website and rewrote all English-language content to prioritise careers messaging, SEO performance and conversion tracking. I then implemented an inbound content strategy spanning social media, blog content and employee storytelling, shifting recruitment from transactional advertising to brand-led attraction.
Within the first year, applications increased by 41% and conversion rates rose by 25.5%. Organic traffic grew by 12.5%, negative search dominance was reduced, and Dipont’s Glassdoor rating improved from 2.7 to 3.9. The organisation moved from reactive hiring to a credible, internationally competitive employer brand.