An innovative pilot campaign aimed at promoting local government careers for young people launched in October in the West Midlands.
It has been developed by the LGA in partnership with local authorities, West Midlands Employers, the West Midlands Combined Authority, and the Society of Local Authority Chief Executives and Senior Managers.
Part of a government-funded national recruitment campaign, the West Midlands launch includes a new video showing the benefits of working for a council and real-life, inspiring stories from young people who have joined local government through apprenticeships and graduate schemes in Sandwell Council and Telford & Wrekin Council.
The pilot’s creative materials will be made available to the region’s councils to support their own recruitment programmes, and will be included in the national ‘Make a Difference, Work for Your Local Council’ campaign, launching in January 2026.
Cllr Jane Scullion, Chair of the LGA’s Improvement Committee, said: “Local government is a fantastic place for young people to start their career and make a real difference.
“At a time when councils in England face significant recruitment challenges, it is vital to showcase the ways that people early in their careers could work for their local council and change things for the better.”