Following the property crash of 2007, Land Registry experienced a period of significant downsizing. This led to them not recruiting to their operations function for 7 years.
Land Registry were suddenly faced with an urgent need to rejuvenate their workforce with 42% of staff entering, or nearing, retirement age. A focus needed to be placed on the future as they looked to digitise their services and move forward.
Land Registry decided to launch an apprenticeship scheme, the first in its 150-year history, which would see 60 young people aged 16 – 25 join teams across 3 locations in the Midlands.
Jobsgopublic were chosen to run this campaign based on our established reputation for providing innovative digital recruitment and resourcing solutions for public sector employers.
The brief was clear; Land Registry needed 60 apprentices to be split equally between Nottingham, Leicester and Telford. These young people would have a minimum of 5 GCSEs including Maths and English and would commit to a two-year apprenticeship that would also see them work towards a BTEC in Business Administration.
The time scales involved were extremely tight, requiring large volumes of candidates across the three locations. The offer from Land Registry was strong including incredibly competitive salaries as well as the opportunity for comprehensive training and development but would young people agree?
Jobsgopublic settled on an innovative multi-stage approach that would implement an array of digital advertising, social media attraction and online search and sourcing methods.
All traffic would be driven to a dedicated microsite, which would provide candidates with all required information and encourage them to register interest onto a talent pool. This short application form would gather vital information on candidates and allow Jobsgopublic to easily filter individuals who didn’t meet minimum criteria. Relevant candidates would then be invited to apply in full on Jobsgopublic’s Applicant Tracking System (ATS).
The information obtained through the ATS’s more detailed application form would then allow Jobsgopublic to produce high calibre shortlists for each location to present to Land Registry.
The campaign was launched and immediately began attracting a great deal of interest and the applications began flooding in.
By the end of the short campaign, the microsite had received over 16,500 visits, which led to 1,076 applicants registering their interest on the talent pool. This was followed by 382 candidates being invited to apply on the ATS and a total of 180 being shortlisted for interview.
The campaign saw a 100% success rate with all 60 positions being filled. This was then followed by a further 20 applicants were recruited from the shortlist 4 weeks later.
Especially considering the time and budget constraints, the campaign was viewed as a huge success. Land Registry has since reported that all apprentices had begun work and were fitting in well.
“We have been extremely impressed with Jobsgopublic, the 100% success rate is a testament to the professionalism and expertise they brought to the process. We were fully aware of the extent of the challenges presented, as most young people would not have heard of Land Registry, we needed something which was creative, and engaging but would also not misrepresent the business.”
“I would have no hesitation in recommending Jobsgopublic’s managed recruitment services to other organisations. They listened to us, understood our needs and kept us fully informed throughout… But more than that, they demonstrated flexibility and flair and a real commitment to working with us to deliver the outcome we required.“
Caroline Anderson – HR Director, Land Registry
For more information on Jobsgopublic’s Managed Recruitment services please contact Neel Patel on 020 7427 8262 or email firstname.lastname@example.org
We are also delighted to have been shortlisted for a PPMA award for Best Recruitment Campaign for this campaign. We were also shortlisted for another two, find out more here.