Find Your Path campaign
With just 11% of local authority staff aged 30 or younger, the place sector is facing a critical workforce challenge.
ADEPT, in partnership with DfT, Colas, the Association for Public Service Excellence (APSE) and the Midlands Highway Alliance (MHA), launched 'Find your Path', an innovative recruitment campaign to transform how young people view careers in local government.
As part of the campaign development process, detailed focus groups were conducted with young people to understand their career aspirations and perceptions of local government. These discussions revealed that most young people don't understand what local authorities do, are not attracted to local authority careers and are unaware of the range of jobs available.
The eight week pilot campaign, running across five local authorities (Plymouth, South Gloucestershire, Oxfordshire, Barnsley, and Hounslow), will showcase opportunities in highways, waste management, economic regeneration, planning, and green spaces. It will focus on innovative recruitment strategies and a social media campaign will be run on Meta, YouTube and TikTok.
The recruitment initiative is part of ADEPT's broader strategy to address workforce challenges, ensuring local authorities can continue delivering essential services effectively.
You can find out more about the campaign here and read the campaign briefing note here.
Webinar
One of the campaign partners, APSE, will be hosting a webinar for stakeholders and interested partners to explore the project in greater detail.
- Date: Tuesday 18th March 2025
- Time: 10am – 11.30am
Find out more and register to attend the webinar here: https://apse.org.uk/index.cfm/apse/events/gen-z-recruitment-campaign/
