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Working with Civil Service Fast Stream (CSFS) is such a gift – the partnership we have means we are trusted to push boundaries and look for innovative ways to showcase their brand.
When we started work on the campaign last year, we knew we needed to build on previous successes. Social activity had to deliver on every objective:
- Change misperceptions
- Raise brand awareness with new audiences
- Increase interaction with potential candidates
- Improve applications to deliver the best ever diversity results
Cue a meeting room full of our pithy, Gen Z colleagues, spit-balling ideas for how we could differentiate from previous campaigns.
Result? A unique on-campus social activation event, which (spoiler!) met all campaign goals and launched CSFS back to TT100 number one.
Breaking Graduate Recruitment Stereotypes
CSFS are committed to removing barriers. They know success comes from all areas and aim to make Civil Service leadership reflective of the society it serves. But they needed to show themselves in this way.
Many people think they know what a typical Civil Servant looks like. As a result, some don’t see themselves as potential candidates.
We wanted to flip this perception with the Vintage Vera collaboration. Promotion started with social videos, ambassador content and AR posters, all designed to build excitement ahead of the day.
Using unexpected styles, such as the augmented reality poster, highlighted how diverse CSFS is. It took a whole day of filming and many people’s wardrobes! The key message: there’s no one way to be a Civil Servant.
With the audience hooked, we set off to Birmingham University. We joined forces with Vintage Vera and got ready for a day of changing minds, with aims to:
- Reach audiences who wouldn’t normally consider CSFS
- Show graduates that the CSFS is accessible to all, regardless of background
- Spark meaningful interaction
Shoshanna, the Fairy Job Mother, joined us and CSFS ambassadors to talk to students about their assumptions and overturn misconceptions. Alongside our team, Shoshanna captured and amplified content around the event. She spoke to students about their perceptions and interviewed Fast Stream ambassadors to challenge those views.
Plot twist: the Civil Service isn’t all suits!
How the Civil Service Fast Stream Boosted Diversity and Engagement
The event was a huge success. Hundreds of students dropped by and engaged with the team. It proved a great way for them to gain more insight into CSFS while also generating loads of organic content. Win-win.
This authentic, perception-challenging event gave students a unique view of life on the Fast Stream. It led to a spike in applications and played a huge part in the campaign’s success.
Campaign Results: CSFS Back on Top
The result? CSFS back on top, exceeding expectations.
