Civil Service Fast Stream – 2023 Influencer Campaign - TMP Worldwide UK

Case study

Civil Service Fast Stream – 2023 Influencer Campaign

The Civil Service Fast Stream (CSFS) is an award-winning graduate programme, developing talented high-potential people to become future Civil Service leaders. The programme recruits approximately 1,000 people nationwide, across 15 different leadership and management development schemes. For their 2023 attraction activity, CSFS were keen to build on the success of their innovative influencer campaign.

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Impressions

819,966

Click-throughs

6,492

Highlights

Since adopting an influencer approach to enhance their campaigns, Civil Service Fast Stream has been able to engage a wider audience. Following the success of our earlier campaign we increased engagement with more diverse audiences, with the information we knew they wanted to hear.

  • 1
    819,966 overall impressions equivalent to 26.15% increase on a 650,000 ambition.
  • 2
    1,705 engagements, with a 4% engagement rate.
  • 3
    With increased applications from under-represented audiences, CSFS achieved their best-ever diversity outcomes.

The challenge

  • 1
    We needed to develop a new creative campaign and messaging to reflect a reformed Fast Stream programme and support the achievement of a skilled, innovative and ambitious Civil Service equipped for the future.
  • 2
    Continuing to challenge perceptions of the Civil Service Fast Stream, we needed to increase brand awareness within an audience who may not previously have seen this as a realistic opportunity for them.
  • 3
    Alongside their continuing aim to increase representation of applicants from different groups e.g. Lower SEB – Civil Service Fast Stream had an increased emphasis on engaging a STEM audience.

Solution

  • 1
    Building on previous success – Objectives set, we knew we needed to build on the success of the influencer campaign we’d previously run for CSFS. This had been a first-to-market in this space, getting amazing results and feedback from candidates and civil servants alike.
  • 2
    Insight-based approach – Our research, and our experience from the previous campaign, meant we had an understanding of the audiences we needed to engage – what they wanted to know, and how and where we could reach them.
  • 3
    Collaboration with a specialist influencer agency – Working in partnership with a specialist influencer agency enabled us to engage the right influencers, with the right content focus and following.

What we delivered

01

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A new brand-awareness campaign – To reflect the newly reformed Civil Service Fast Stream, we’d developed a new proposition and creative campaign: ‘Grow like nowhere else’, with bold, perception-challenging visuals and empowering messages. For the wider campaign, assets included a full suite of digital and print collateral, social content calendar, refreshed site with Welsh translation, and films covering the assessment process, realistic job preview and scheme-specific profiles.

02

Collaboration with influencers across a 3-part campaign – Our 5 influencers created 14 posts across Instagram and LinkedIn:

  • Phase 1 content: 3 x Interview with a current Fast Streamer
  • Phase 2 content: 5 x Application Insider Tips
  • Phase 3 content: 6 x ‘How to Apply Your Degree in the Real World’ event
03

‘How to Apply Your Degree in the Real World’ event – We organised a student-attended panel and networking event at Cardiff University. It was hosted by Sonya Barlow with a panel of three Fast Streamers sharing their experiences. Sonya Barlow is the award-winning founder of the social inclusion network, LMF Network, and is also one in the Top 50 Women in Tech EU. Three of our influencers also attended the event, to capture and amplify content.

01

A new brand-awareness campaign – To reflect the newly reformed Civil Service Fast Stream, we’d developed a new proposition and creative campaign: ‘Grow like nowhere else’, with bold, perception-challenging visuals and empowering messages. For the wider campaign, assets included a full suite of digital and print collateral, social content calendar, refreshed site with Welsh translation, and films covering the assessment process, realistic job preview and scheme-specific profiles.

03

‘How to Apply Your Degree in the Real World’ event – We organised a student-attended panel and networking event at Cardiff University. It was hosted by Sonya Barlow with a panel of three Fast Streamers sharing their experiences. Sonya Barlow is the award-winning founder of the social inclusion network, LMF Network, and is also one in the Top 50 Women in Tech EU. Three of our influencers also attended the event, to capture and amplify content.

02

Collaboration with influencers across a 3-part campaign – Our 5 influencers created 14 posts across Instagram and LinkedIn:

  • Phase 1 content: 3 x Interview with a current Fast Streamer
  • Phase 2 content: 5 x Application Insider Tips
  • Phase 3 content: 6 x ‘How to Apply Your Degree in the Real World’ event

RESULTS

1000+ Recruits nationwide

The programme recruits approximately 1,000 people nationwide

819,966 Impressions

819,966 overall impressions equivalent 26.15% increase on a 650,000 ambition.

1,705 engagements

1,705 engagements, with a 4% engagement rate.

And here’s what our client had to say…

“Adopting an Influencer marketing approach has enabled us to unpack our message in an authentic way to various target audiences. It’s important that the Civil Service is recognised as being innovative in what we do, and it’s fantastic that we achieved a great result while being  trailblazers in this regard.”

Talent Attraction Lead, Civil Service Fast Stream

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