Cymorth Cymru

Housing Recruitment is all about attracting people to work in the housing sector. There are considerable pressures on homelessness and housing support services, both in local authorities and the third sector, especially during the Cost-of-Living crisis. At the same time, many service providers are struggling to attract enough interest in vacant posts, causing increased pressure on an already stretched workforce.

“I can get home knowing I’ve helped someone do that too.”

The Welsh Government and Cymorth Cymru partnered to create a recruitment campaign that aims to attract more people to apply for jobs in the homelessness and housing support sector. The sector is hugely rewarding and can provide trauma-informed, person-centred support to those who need it most. Our job was to create a campaign that attracted people who had shared values and transferrable skills, such as building trust and rapport with others, which could be suitable for working in this sector.

We left no stone unturned when it came to getting the word out about this campaign. We knew that to reach as many potential applicants as possible, we had to use a diverse range of media channels. From radio ads to eye-catching billboards on buses, train stations and supermarkets across Wales, to featuring in all 11 Welsh weekly titles, we made sure our message was visible to everyone. We also took advantage of digital platforms, with a Wales Online Homepage takeover, job boards, and Digital Advans at local job fairs, as well as paid digital advertising on Facebook, Google Search and TikTok. We ensured that this campaign was as widely known and accessible as possible, reaching a broad range of audiences across Wales.

Results 

This campaign uses authentic, candid shots of charity workers and users to give a human look and feel. We wanted to showcase the rewarding moments and satisfaction that come with working in the homelessness and housing support sector through the hero and hub films. We’ve utilised a variety of digital channels, already, results are showing 2,402,019 impressions, 14,051 site sessions, and 1,623 ‘apply now’ clicks.