JSLE Campaign: Redefining What It Means to Be an Influencer
The Challenge
Jewish School Leadership Enterprise (JSLE) is a nonprofit dedicated to recruiting and developing the next generation of Jewish Day School leaders. But the leadership pipeline was thin. The organization needed to recruit high-caliber candidates and encourage career and lifestyle change while breaking through a noisy, digital culture obsessed with social media influence.
The category problem was perception.
“Influencer” meant TikTok followers. It did not mean shaping the lives of Jewish children and families.
JSLE wanted to change that.
The Strategy
We reframed the idea of influence. Instead of competing within social media culture, we confronted it. The campaign challenged trivial influencer culture and asked a sharper question: What if real influence meant leading a Jewish Day School?
Instead of selling a job, we elevated a calling. The strategy positioned Jewish Day School leadership as a way to have cultural impact and generational influence.
Influence is not about followers, it’s about families.
Creative Platform
“Be a Real Influencer.”
The platform directly contrasted superficial online influence with real-world impact. Visuals and messaging juxtaposed:
ring lights vs. classrooms
follower counts vs. student outcomes
viral content vs. lifelong mentorship
The tone was bold but respectful. Aspirational without being preachy. And the campaign gave leadership cultural weight.
Execution
Digital Video Campaign
Short-form and long-form videos dramatized the contrast between social media fame and meaningful leadership.
The work ran across digital and social channels targeting educators, administrators, and those considering a career change.
The message was simple: Real influence isn’t measured in likes. It’s measured in lives changed.
Social + Paid Media
Targeted social media videos and static ads drove awareness and traffic to JewishSchoolLeader.com.
Creative challenged viewers directly asking them to reconsider what influence actually means.
Print + Direct Mail
Print ads and direct mail extended the message beyond digital channels, reinforcing credibility and reaching candidates in more formal settings.
The messaging remained consistent across every touchpoint.
Website + Landing Experience
We designed and built a new website and dedicated landing experience for recruitment at: JewishSchoolLeader.com
Results
The campaign exceeded expectations dramatically.
JSLE recruited:
2x the number of candidates expected
significantly more applicants than the organization could accommodate
The response validated the strategic premise:
There is a hunger for meaningful leadership.
The campaign didn’t just fill a pipeline.
It expanded it.
Why It Worked
The campaign succeeded because it addressed a cultural tension people already feel. Many professionals are tired of performative influence. They want substance. They want impact.
By elevating Jewish Day School leadership as a form of real influence, the campaign connected with people seeking purpose instead of online popularity.
About Division of Labor
Division of Labor is a San Francisco advertising agency specializing in brand and launch campaigns that change perception.
We help organizations and startups redefine categories and turn cultural tension into opportunity.
JSLE partnered with Division of Labor to reposition Jewish Day School leadership as one of the most meaningful forms of influence in modern life.
Campaign Overview
Jewish School Leadership Enterprise partnered with Division of Labor to launch a national recruitment campaign reframing Jewish Day School leadership as real influence. Through digital video, social media, print, direct mail, and a new website experience at JewishSchoolLeader.com, the campaign doubled expected applicant numbers and expanded the leadership pipeline beyond projections.