UK Border Force
International Trade & Alternative Working Patterns
Border Force secures the border and promotes national prosperity by facilitating the legitimate movement of individuals and goods, whilst preventing those that would cause harm from entering the UK. This is achieved through the immigration and customs checks carried out by our staff at ports and airports. Our officers work at 140 sea and air ports across the UK and overseas.
The Challange
The UK Border Force faced a significant hurdle: attracting a broader and more diverse pool of applicants, particularly those with protected characteristics. They needed to clearly articulate the compelling benefits of a career in border security to reach a wider talent base.
Our Approach
We initiated the project with in-depth discovery meetings involving key stakeholders to pinpoint the precise recruitment challenges. Following this, we conducted multiple focus groups with both recent recruits and seasoned officers. This allowed us to gather authentic stories, critical perspectives, and a deep understanding of their unique experiences working for the UK Border Force.
The Solution
With a focused team, we traveled across the UK, capturing powerful, real-life narratives from Border Force officers. These compelling stories were then transformed into short-form video edits, engaging blog posts, and targeted paid media assets. These assets were strategically scheduled for release across social media channels and the official careers website, managed efficiently through Hootsuite, ensuring consistent, targeted and impactful outreach.
The Results
22k
Attracted applications
3.5m
Impressions generated
327k
Clicks and up to 11.7% CTR
The Commissioner’s Mark of Excellence Award 2024 for exceptional commitment to attracting, encouraging and retaining applicants.