Prison Officer Recruitment Team

Communication Award - prison officer recruitment

Ministry of Justice |

In November 2016 the Ministry of Justice (MoJ) committed to recruiting 2,500 additional prison officers by December 2018. In April 2017, MoJ implemented a new recruitment campaign approach, based on data and insight.

Feedback from applicants showed they knew about the job’s challenging nature but not about the diversity of the prison service or the rewards of the role – pride, professionalism, variety, training, teamwork. These themes therefore underpinned new imagery/messaging across web, radio, search, social, and PR.

Results:
• Target exceeded seven months early, with a 22% reduction in 2018/19 comms budget.
• Delivered applicant diversity greater than local population.
• Improved reputation of role – PR activity reached 1.9 million people in 6-month period; support for friend/family becoming an officer increased from 58% (July 2017) to 75% (April 2018).