Cumbria CC

With the introduction of the Government’s apprenticeship levy came a huge increase in the number of apprentices that the council has to recruit each year. In an area with other major apprentice employers such as Sellafield Ltd and BAE systems, often offering higher salaries, this was not without challenges. Deliver a targeted, multi-channel, campaign that positioned the council as the apprenticeship employer of choice, the council’s Communications Team wrung every last drop of value out of a £10,000 budget, doubling web visits and increasing application by nearly 70%. So with 518 applicants it wasn’t so hard to find the 60 people who were right for our roles.

This award is open to a single council or where appropriate a partnership of councils, or a council-owned company. Private sector partners can enter on a council’s behalf, with the permission of the council itself. The communications function is more integral to what councils do than ever. Influencing behaviour – in relation to, for example, recycling, transport or looking out for older neighbours – is increasingly important, as is the need to build trust in the difficult decisions councils have to take in these challenging times. Campaigns can make a significant contribution to achieving these objectives, and this award is designed to showcase councils’ expertise in this area.