Case Study

Case Study: Kingston & Sutton

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Kingston & Sutton
Case Study


Could you recruit to multiple specialist roles at the same time?

Would you feel confident trying to draw highly-skilled professionals away from the city and the higher salaries offered by the private sector?

Kingston and Sutton Councils were looking to lead an exciting digital transformation across the two councils – with their shared ICT service as the driving force. Despite an exciting offer for candidates, the councils were coming off the back of two failed recruitment campaigns – as they struggled to tempt candidates away from other London boroughs, let alone private sector organisations.

They came to JGP needing to urgently fill ten key roles within their ICT and project management teams, as their future plans remained on hold until these positions were filled.


It was quickly established that the key to this campaign was telling Kingston and Sutton’s story properly. Whilst it was clear that the councils couldn’t necessarily compete with central London private sector companies in terms of salaries, we were confident that there were plenty of other factors that would appeal to the right people.

Not only was there a generous benefits package available but also the chance to be part of an exciting project moving forward. For ambitious and talented individuals, Kingston and Sutton were offering the opportunity to be part of a collaborative and forward-thinking working environment – empowering them to do their best work.

We began by re-writing all of the job adverts to ensure that the key messages were clear. We also supported the councils in putting together an over-arching welcome pack that went into greater detail in terms of the councils’ plans and what was on offer to new recruits.

Next, it was all about getting in front of the right people – there’s no point in getting the messages right if the candidates you want don’t see them.

We ran an attraction campaign on Google and LinkedIn, using in-depth research and past candidate data to inform every decision on how best to reach the right people. With a set budget and ICT keywords notoriously expensive to bid on, we constantly monitored the campaigns in order to make best use of it. This allowed us to ensure that all vacancies received sufficient traffic.

  • Google & LinkedIn Advertising

    Targeted adverts driving traffic straight through to the career site

  • Jobsgopublic Adverts

    Online application form and applications collected in one place

  • Copywriting

    All adverts were re-written to ensure clear and consistent messages, as well as compiling a welcome pack

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The campaign saw significant levels of traffic driven to all the vacancies, resulting in nine of the ten roles being filled, in some cases with multiple candidates. Considering the difficulties the council had previously experienced, this was hailed as a significant success.


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Campaign testimonials

For us, JGP are the obvious choice when it comes to advertising the majority of our vacancies, they're creative in their approach and worked with us to provide the best and most tailored attraction strategy for each role on a case by case basis - they recognise one size doesn't fit all

Ali Spurling – Recruitment Consultant, HR Shared Service

If you consider the investment in time and energy required to recruit, it is worthwhile investing in doing it right.

Paul Whittall – ICT Business Change Manager

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