The best way to reach a community is to work with them. So when we were asked to drive applications from underrepresented groups onto the Civil Service Fast Stream, we knew co-creation would be key.
The brief.
We were asked to drive consideration, then applications, from a number of key audiences that are underrepresented within the Civil Service fast stream. Target audiences included Black and Asian students, neuro-diverse students, and students from lower socio-economic backgrounds.
What we did.
Working with YouTube influencer and all-around legend Vee Kativhu, we produced “A Day in The Life of a 23 year old Civil Servant (on the Fast Stream)”: 15 minutes of interviews and personal accounts from those already inside the system. And we then used a cohort of nano-influencers to reframe the content for their targeted audiences.
The results.
A reach of more than 350,000, along with more than 35,000 total organic views on the hero video. With an impressive engagement rate of 12% for the nano-influencer content.
And after all that, the Civil Service fast stream’s most diverse recruitment cohort, ever. We’re going to say that again, it felt pretty good. The most diverse recruitment cohort. Ever.
.png)
.png)