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.

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.

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.