A TARGETED recruitment campaign has been launched with the aim of addressing critical workforce challenges in local authorities.

The Find Your Path campaign focuses on attracting young people aged between 18 and 27 to local authority roles, including those delivering the place services we all use such as local highways, waste and recycling, green space and access, as well as people based roles.

As part of the campaign development process, detailed focus groups were conducted with young people to understand their career aspirations and perceptions of local government.

These discussions revealed that most young people don’t understand what local authorities do, are not attracted to local authority careers and are unaware of the range of jobs available.

The eight-week pilot campaign, developed by Eleven Agency, will run in five local authority areas - Barnsley, Hounslow, Oxfordshire, Plymouth and South Gloucestershire.

It will focus on innovative recruitment strategies with the aim of showing the opportunities and meaningful roles available within local government.

Coun Robin Franklin, cabinet spokesperson for core services, said: “We’re pleased to be taking part in the ‘Find your Path’ campaign to attract talented young individuals to local government.

“We offer great benefits, support and flexible working across various sectors including highways, waste, green spaces, planning, social care, and more.

“We’re a double award-winning, high-performing council, where we inspire ambition and support people to develop and grow.

“There’s so much happening in our thriving borough and your talent and skills will really make a difference in people’s lives.”