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Case Study
The Civil Service – Closer to Home
The Civil Service supports the government of the day to implement its policies effectively on behalf of every community across the UK. The UK government had come to the conclusion that the best way to make decisions about people’s lives in Northern Ireland, Scotland, Wales, plus the north, south, east and west of England, was to have key people in those places, closer to the challenges, problems and opportunities there.
ED&I in Wales
+6%
Vacancy Fill in Northern Ireland
+13%
Highlights
How a once-in-a-generation recruitment campaign brought government closer to the people
Challenge
The power base of the UK Civil Service has been Whitehall, central London – not just for decades but hundreds of years. This wasn’t just a recruitment campaign designed to change an organisation. It was a campaign to turn round centuries of history and change the way the different parts of this country are run. It was going to be a huge challenge.
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Solution
What we delivered
We gathered hundreds of stories – from those just starting their careers to those in positions of power, running multibillion pound government departments and employing tens of thousands of people. It was the most comprehensive and surprising picture you could get of the modern-day civil service in a period of giant – but positive – change.
Across digital (geo-targeted), social, film and print channels, we told the story of how the civil service was now becoming a truly UK-wide organisation, with big decisions being made locally by employees close to the places and people being affected.
Enabling new and diverse talent to see that in they could become influential government professionals without having to move their lives and families to London.
Across digital (geo-targeted), social, film and print channels, we told the story of how the civil service was now becoming a truly UK-wide organisation, with big decisions being made locally by employees close to the places and people being affected.
Enabling new and diverse talent to see that in they could become influential government professionals without having to move their lives and families to London.
RESULTS
Quality
So far, we’ve increased vacancy fill rates in Northern Ireland by 13%, in Scotland by 10%, in Yorkshire and the North East by 4%, in the West Midlands by 6% and in Wales by 2%.
Quantity
The careers site pages received 140,000+ hits in Yorkshire & the North East, 111,000+ hits in the West Midlands, 40,000+ hits in Northern Ireland, 109,000+ hits in Scotland, and 58,000+ hits in Wales.
Diversity
We increased ED&I representation in Yorkshire by 12%, in Wales by 6%, in Scotland by 4% and in the North East by 4%.
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