MOJ
Unlocking data talent for the MOJ
The Ministry of Justice (MOJ) had ambitious goals for more data analysts to become part of the fold. But traditional methods weren’t going to make up the number, especially not in such a competitive market. Here’s how we gave them the edge to secure talent.
The challenge
The Ministry of Justice (MOJ) is the largest department in the UK Government. It is made up of various agencies and public bodies supported by a number of shared-service departments, including the MOJ Data and Analysis department. This team of analysts looks at data across all their departments. As part of a transformation, they had an ambitious mission to recruit over 100 additional Data Analysts and Data Engineers in a single four-month campaign. Previously, they had only brought in between 20 and 30 new hires, always through traditional online attraction and marketing methods. Compounding the challenge, the MOJ knew they’d be competing for this talent against the tech sector and other companies who were offering higher salaries. Whilst the MOJ had an overarching employer value proposition (EVP) and employer brand, the Data and Analysis department did not. They turned to PeopleScout to create a compelling message for their Data Analyst roles and to secure a high volume of these specialist hires in a challenging candidate market.
The solution
Our strategy was to use the overarching MOJ employer brand and EVP as a baseline from which to build out a new brand and message for the Data and Analysis department. We needed to isolate and promote the unique offerings of the department through an engaging message and content with the aim of attracting candidates that had not considered a career within the Civil Service.
On top of this the Data and Analysis department wanted to ensure that any new branding and toolkits could be used across their entire range of vacancies. In effect, they wanted to future proof the new employer brand and tweak the message for other vacancies.
Working with the MOJ Data and Analysis team, we built a robust roadmap to deliver the strategy on time and budget.
Insight
We spoke with senior stakeholders, current employees and former employees, and reviewed surveys, exit interviews and new starter feedback. This gave us a clear understanding of the audience’s values, motivations and expectations.
Message development
Using those insights, we identified key themes and developed a creative brief. Our creative team then created three routes for the MOJ team to review during workshops.
Final creative development
Following the workshops, we refined and finalised the chosen concept. We also created a branding toolkit to help PeopleScout and the MOJ Data and Analysis department apply the messaging and creative consistently across channels.
Planning and activation
Using the insight gathered earlier, we built a channel plan outlining the platforms, assets and tactics to use. We launched a microsite, activated selected channels and hosted a webinar to highlight employee stories and drive applications. Throughout the campaign, we monitored performance and adjusted activity to maximise results.
Results
Our results have been outstanding. Through the new branding, content and messaging we have been able to engage hard-to-find candidates and bring to life the opportunity of working in the MOJ as a Data Analyst and Engineer.
In total, we received over 1,200 applications across the Data Analyst and Data Engineer positions, including a good mix of candidates from across the country. The MOJ were so impressed with the quality of candidates PeopleScout was able to bring into the process, they ended up increasing their vacancies to secure the talent. As such, we extended 191 offers, 160% of the hiring target, with 137 candidates accepting.
Through the employer branding we created for the department, we were able to keep the recruitment marketing costs under £50 per applicant, well under the £500 average attraction costs per hire.
What made this whole project fun and positive is that we all worked well as one team towards a common goal. We’re grateful for the partnership that has now developed between us and PeopleScout.
– Jo Foy, Head of People for Cross Functions, Data and Analysis at the Ministry of Justice