HERTFORDSHIRE COUNTY COUNCIL

CASE STUDY – LOCAL AUTHORITY

INTEREST
HONEST
EXPECTATION

The

LEGACY

Achieved

INTEREST
HONEST
EXPECTATION

PROJECT INFO

Hertfordshire County Council is the upper-tier local authority for the county of Hertfordshire, in England. We were originally approached by Hertfordshire County Council for design work to aid their recruitment initiatives.

This ultimately led us to providing various marketing services to support their onward recruitment campaigns – the tagline for their original campaign being, “The County of Opportunity”.

IMMERSIVITY

To ensure Hertfordshire County Council’s proposition was portrayed clearly and more attractive to audiences across the county, our sister agency Brand Elect (be.), initially provided HCC with brand guidance and assistance on their recruitment strategy. This included the need to fully understand each department within the council, and the important recruitment hooks which would play through in their marketing. By doing this we were not only able to provide the requested collateral for their campaigns, but we were also able to advise on additional marketing outreach which would benefit specific departments.

ACTIVATION

Traditional collateral was developed for HCC’s recruitment events, including flyers, pop-up banners, leaflets, and posters. Following continued work with the Recruitment team, we also began working on larger digital projects which included the design of their recruitment website.

Our most extensive work to date with HCC is the production of their recruitment videos, which focus on careers within the council: Adult & Child Care, Social Workers, In-house Services, Educational Psychologists, a number of community worker positions, and most recently the strategy development and production of their Diversity & Inclusivity video. All these videos are used on their website and on social media, and all form part of their recruitment campaigns.

DATA

The traditional collateral of printed materials perfectly complemented the reimagined website and the collective of recruitment videos displayed across various digital media channels. Together, this formed a multi-channel marketing experience that delivered an uptake in recruitment interaction and service engagement.

LEGACY

The most important message for HCC to get across to their audience was that Hertfordshire was the “county of opportunity”, and within Hertfordshire County Council, the opportunities are endless. Together with the new website and with support of the traditional marketing methods, the production of the recruitment videos provided a fantastic platform for candidates to truly understand just what it’s like to work within each department and provide a sense of EXPECTATION. The open and HONEST display from employees in the videos portrayed HCC as a genuinely great place to work, which in turn increased the INTEREST and uptake in candidate applications.