Find your path (Gen Z)

ADEPT Future Highways Research Group (FHRG) report on ‘Human Capital Management’ highlighted a number of serious challenges for Place.

One key challenge identified was only 11% of Local Authority (LA) staff were aged 30 years or under (19% for private sector). (Based on responses from 31 LA and 5 Private Sector providers);  a number of local authorities, and MHA+ provided funding for the project, and were members of the Project Steering Group, for the duration of the project, took part in round table discussion (chaired by apse) ‘Find Your Path’ How to recruit GenZ – apse

ADEPT collaborated with COLAS, to research recruitment, critical issues were identified, including current recruitment marketing/processes  – not identifying with and securing an effective link to a younger audience.

The Gen Z Recruitment Campaign Pilot Project is seen as a potential way of addressing this issue. The focus being on piloting and testing a revised, more channelled, targeted and visual approach via a recruitment App and advertising campaign towards marketing aimed at  younger people. Providing for a more effective way to secure greater engagement. Raising awareness of roles in Place/Environment & Highways which encourages young people to enquire and apply.

‘Find Your Path’ was an eight week pilot in five local council areas: Barnsley, Hounslow, Oxfordshire, Plymouth and South Gloucestershire. The campaign used targeted social media platforms including Meta, YouTube and TikTok to raise awareness and address common misconceptions, inspiring a younger demographic to consider life-changing careers in local councils.

The project used a dedicated website: www.findyourpath.uk – where applicants could view live vacancies or register their interest in working for local government.

The ‘Find your Path’ Gen Z recruitment project debrief is available for download.

The ‘Find your Path’ stakeholder kit is available for download.