Government agencies MI5, MI6 and GCHQ needed to create a consistent, powerful way to challenge perceptions about working there and diversify applications. They wanted to inspire audiences who might have little knowledge of the job, without sharing too much detail of the actual work they would do. Each agency has its individual culture, but it was important to build a consistent message while allowing for flexible creative expression.

Working with Penna, the services developed deep and rigorous insight into audience groups. Many people did not realise how closely linked the agencies are, and there was a perception that the only people that would thrive there would be ‘white, well-educated males’. The work began with getting students to consider the agencies collectively, so they needed a way to talk coherently about them. They spoke to 50 people across the agencies and 70 external candidates including students from different ethnicities, socio-economic groups and sexual orientation. This revealed that agencies offer much professional appeal but there is a lack of knowledge about the professional development opportunities available. Further research via extensive external polling showed incentives and barriers to joining the agencies.

A reimagined brand asked applicants to ‘Surprise Yourself’, incorporating a new brochure, live virtual events, social media advertising and university outreach. After launch, feedback from High Fliers Research showed that around 9 in 10 candidates now understood the work of the intelligence services ‘well’ or ‘very well’, generating more than 62,000 unique page views for its graduate brochure. Campus activity with the new look drove hundreds of people to the landing page, as well as a highly diverse pool of sign-ups for its early careers network. The services have since developed a comprehensive framework for creating recruitment content aimed at early career and experienced hires. Registrations of interest for careers in the different agencies are up significantly, and applications have increased from women and ethnic minority candidates.