New ‘Bealifesaver’ campaign launched to increase leisure sector workforce diversity

#BeaLifesaver campaign re-positions the role of a lifeguard as a lifesaver, as the Royal Life Saving Society UK (RLSS UK) seeks to attract a more diverse workforce to the role.

Across the UK, as leisure operators still struggle with recruiting lifeguards in certain regions, the innovative and inclusive #BeaLifesaver campaign, aims to address this issue with a new visual identity, designed to attract members of the public to the role, who might not have previously considered it as an option.

“We often hear from our clients struggling to recruit lifeguards in certain areas of the country; our #BeaLifesaver campaign has been developed to help our clients make the most of the untapped work force, right on their doorsteps – actively retired people, students, people with dependants or who can only work part-time,” explains Jo Talbot, Director of RLSS UK and IQL UK Qualifications.

“We see lifeguards as representatives of our wider community and the lifeguard workplace is one that is welcoming, inclusive and free from discrimination. The #BeaLifesaver marketing materials have been created to broaden the appeal of the role and support our clients in attracting a diverse range of applicants.”

Created for RLSS UK by Birmingham agency, Grin Creative, the bright, eye-catching campaign materials clearly outline the benefits of working as a lifeguard can bring, to a number of different demographics – the message is clear – not only will you qualify in lifesaving skills that are highly transferable, but this is a job with flexibility to suit.

For the venue operator, the accompanying suite of marketing materials makes it easy to structure and target a campaign to suit anything from an estate of leisure sites, to smaller, independent operators.

Posters, template press releases, multi-platform social media messages and suggested follow-up activity, are all included in a handy, easy to use marketing guide.

“We’re really excited about the new-look #BeaLifesaver campaign. In the past we’ve struggled to recruit lifeguards to our team and the new materials really open the role up to different people. The perception of the lifeguard being an average 16-year-old school leaver filling their time, is long gone and our recruitment activity needs to reflect that,” said Martin Guyton, Chief Executive of Tonbridge & Malling Leisure Trust.

“We pride ourselves on being an employer of local people and the people who use our facilities, come from all walks of life – we want our team to show that too. The supporting marketing guide is perfect for our needs because it can be used flexibly across different sites, offering us the opportunity to be more niche with our recruitment activity and messaging.”

July 2018 saw IQL UK (RLSS UK’s trading subsidiary) launch Generation 9 of the National Pool Lifeguard Qualification (NPLQ). Fully endorsed by CIMSPA and regulated by OFQUAL, Qualifications Wales and CCEA Regulation, the NPLQ is currently the UK’s only professional standard qualification for lifeguards and is recognised as such, internationally.

Source: Grin Creative

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