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Celebrating diversity through inclusive applications/recruitment?

Case Study Central Government Agency

The Problem

The agency were looking to attract and engage candidates with a view to driving applications for their Intelligence Officer Developer Graduate Programme.
A wide candidate reach was key to the approach, not only in trying to find the high calibre of candidate but also in offering fair and equal opportunity to the diverse candidate base – a priority objective for the agency.

The Solution

For this campaign, it was important to focus on the top of the recruitment funnel (attraction – engagement – recruitment – retention) and truly understand the requirements of candidate and role in order to achieve a wide reach, but of only the most relevant candidates.
A vacancy posting on the GetMyFirstJob website made the opportunity widely accessible to the 135,000+ monthly website visitors. Sponsoring the role however, focussed the roles visibility, targeting the candidates of best fit and helping drive high quality applications.

National emails offered a platform for high volumes of candidate traffic, and insight into vacancy interactions which would support a more heavily targeted approach moving through the funnel.

Targeted email functionality in tandem with GetMyFirstJob’s detailed candidate criteria database allowed for re-engagement with active and intrigued candidates. Sending defined messaging via email to specific candidates offered a gateway to educating the reader and helping them make a more informed decision.

A similar approach was taken through paid social media (Facebook and Instagram), applying what we had learned about the candidates in this journey so far to continue to drive quality and diverse applicants.

The Result

Marketing engagement rates of more than three times the industry average:


Email open rates


Email click rates
Almost perfect reach across candidate genders




Objective achieved on applications