It's a truism that one of the big challenges of the future for
all organisations will be the so-called 'war for talent'. The 79
local government authorities in Victoria have to compete with the
private sector and State government agencies for good staff. Often,
the local governments are located in rural or remote areas with
additional challenges in attracting staff. Yet local government is
a major employer, responsible for managing $12 billion in assets
and programs in Victoria.
What was the question?
How can local governments work together to build a unique and
compelling 'employment brand' to make recruitment and retention of
the right employees easier for each local council?
What did we do?
- We conducted research across the majority of local councils in
Victoria, through in-depth interviews, focus groups and
quantitative research methods to uncover the unifying point of
difference that could work across all municipalities
- We developed the range of tools and creative concepts to help
build the employment brand across the entire industry.
We engaged the complex range of stakeholders to achieve common
ground and an agreed strategy, positioning and plan to move
forward.
What was the outcome?
Local government in Victoria is now working to a comprehensive
plan to build preference and retention. Given the diversity of
councils and needs, this is a significant achievement.
Public campaign work is currently in production.
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