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Development of a national recruitment campaign for local government

As part of our Sector Support offer 2024/25, we are developing a national recruitment campaign, co-produced with Solace and the local government sector. The campaign aims to attract new talent and highlight the benefits that a career in local government can offer.

Our Sector Support offer 2024/25, funded by the UK Government, provides local authorities with vital tools and support to deliver critical services to communities while helping to drive change and improvement in all regions. This includes a leadership offer which supports councils to attract new talent and develop greater skills and capability.

As part of this work, we are developing a flagship recruitment campaign, co-produced with Solace and the local government sector, to attract new talent and increase capacity in the sector. This recruitment campaign aims to enhance the good work councils are doing to attract talent by encouraging individuals to find out how they can have a role working in one of the hundreds of services used by and relied upon by communities every day, ranging from adult and children’s services to planning, environmental health, libraries and leisure centres.

A national brand and campaign for local government is now being developed which can be adopted by councils locally, to enhance and complement existing local recruitment activity.

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Pilot campaign in the North East of England

Council worker in hard hat smiling at colleague


A pilot campaign was co-produced with local authorities in the North East of England to ensure it met the needs of local government in the region. Supported by major advertising on billboards, radio and social media, the campaign highlighted the infinite variety of roles on offer and the exciting opportunities to develop a career in local government, promoted what a difference people can make, while also complementing local authorities’ own recruitment activity.

The pilot took place between January and March 2024, and an external evaluation has taken place. The evaluation found that:

  • across all channels, the pilot campaign achieved over 17 million impressions and generated 105,626 clicks to the North East Jobs portal
  • visitors to North East Jobs were more committed to applying and applications increased by 8.96 per cent from the previous February
  • there was a good level of recall for the campaign in the North East
  • research respondents said it gave them a more positive image of their local council, and their council as an employer, and were also more open to job opportunities.

How to get involved 

We will be engaging with regional networks across England that support councils with recruitment and capacity challenges. This will be done via existing network meetings with the support of our regional teams and regional employer organisations. This will take place throughout the development of the campaign, ensuring councils can feedback on proposals.

Further information 

If you would like to find out more contact us at [email protected]

Frequently asked questions


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