Recruitment

FIND YOURSELF IN HACKNEY

Councils face a number of challenges when recruiting for certain service areas. From an ageing workforce to specialist positions, competition from the private sector, and wider macro forces such as London House and rental costs, forcing people to move out of the city.

The sub-brand ‘Find yourself in Hackney’ suggests the dual aspect of literally finding oneself in Hackney the place, as well as expressing the idea that one can grow personally and professionally as a result of being and work in Hackney.

Local campaign

Run a campaign focussing on local residents to firstly to raise awareness of the diversity of jobs the Councils offers, but also highlight that working locally for your council had a number of financial and work life well-being.

We used a combination of internal recruitment statistics which were mapped to local socio-economic data, and focus groups to help us develop messages to use in our campaign. These focussed on commuters journeys to work, and the financial savings they could make from working locally. We also used the idea of bedtime stories as a way to remind people that working locally meant more family time.

Using the search term Hackney Council Jobs and hashtag #loveHackneyWorkLocal, helped us focus our digital through search and social media. We also used outdoor advertising on the street and in commuter hubs across the borough.