Having barely made space on our shelf for our recent PPMA award, we are delighted to announce that we are up for another!
This time we have been shortlisted for a UK Public Sector Communications Award for Low Budget Campaign of the Year for our work with Land Registry.
In 2014, Land Registry came to us with an incredibly challenging brief. Having experienced a significant downsizing following the property crash of 2007, they had not recruited to their operations function for over 7 years. This had led them to a point at which their workforce was in dire need of rejuvenation with 42% of staff entering, or nearing, retirement age. They recognised that a focus needed to be placed on their future and digitising their services.
They decided to launch an apprenticeship scheme, the first in their 150-year history. This scheme would see 60 young people, aged 16-25, join Land Registry teams across 3 locations in the Midlands.
Jobsgopublic were chosen to run this campaign based on our growing reputation for providing innovative digital recruitment solutions for a variety of public sector employers.
We implemented a multi-platform approach that would utilise an array of digital advertising, social media attraction and online search and sourcing methods. We also built a dedicated micro-site which all traffic was directed to. Once on the site candidates would be encouraged to register their interest onto a talent pool through which candidates could be filtered based on minimum criteria. Relevant candidates would then be invited to apply in full.
Using the information provided at this stage, Jobsgopublic were able to produce a high-calibre shortlist for each of the 3 locations to present to Land Registry.
The campaign was a resounding success! The microsite received over 16,500 visits which led to 1,076 candidates applying to the Talent Pool, 382 invited to apply in full and a shortlist of 180 presented to Land Registry.
From this shortlist, Land Registry were able to fill all 60 vacancies and even use the shortlist to fill an additional 20 positions at a later date.
This campaign remains a huge source of pride for us and we are delighted to be recognised for its achievements. We look forward to the awards ceremony on 9th July 2015 to find out whether or not we need to make yet more space on the shelf.