About the campaign
The Civil Service wanted to open up its Fast Stream programme to under-represented audiences, showing that Civil Service Fast Stream (CSFS) is accessible to all graduates regardless of background, and to increase the representation of applicants from specific diversity groups to better reflect UK communities. To do this it would need to remove any perceived barriers and be innovative in its attraction campaign.
CSFS pursued an influencer-led social media campaign complemented by targeted university outreach. The ‘You, Unlimited’ platform featured real fast-streamers showing that CSFS offers something for everyone and the wide scope of work candidates could be involved in. Working with third parties, it identified student influencer Vee Kativhu as the lead influencer to spread the message to diverse audiences. Twelve nano-influencers were also engaged for their targeted followings.
Vee’s video attracted more than 18,000 views in less than 48 hours, and over four weeks the influencers had a combined reach of 351,304 and 2,436 engagements. The campaign attracted a diverse mix of candidates, with ethnicity up 1.8% from 2021; applicants from a lower socio-economic background up 1.4%; disability up 2.6% and LGBTQ+ up 2.2%.