A campaign will soon be delivered in the West Midlands to promote local government careers for young people

The innovative pilot campaign has been developed by the Local Government Association in partnership with local authorities, West Midlands Employers, the West Midland Combined Authority and Solace. 

This exciting pilot campaign was launched at the WMJobs Public Sector Career Expo in Birmingham on the 2 October, where the LGA showcased the variety of careers that make a difference. It will also be attending other regional events including the National School & College Leavers Festival on the November 11-12 in Birmingham.

 A new campaign video has also been published, which shows how working for a council means: 

• Making a positive impact on real people's lives in your community
• Growing your career with training and development opportunities
• Having flexible, inclusive working practices
• Seeing a huge variety of jobs, with over 800 different jobs in a council

The video shares real, inspiring stories from young people who have successfully launched their career in local government through apprenticeships and graduate schemes in Sandwell Council and Telford & Wrekin Council. The video has been highly targeted to younger audiences through in-depth research and will be rolled out across the most engaging channels including social media.  

Throughout October and November, the campaign will be engaging with schools, colleges and universities in the West Midlands to raise awareness of the routes into working for a council, which include:

•  Joining your council through an apprenticeship
• Applying for live jobs, which are advertised on WMJobs for councils, and the wider public sector, in the West Midlands
• As a graduate, applying to Impact: The Local Government Graduate Programme, which has introduced thousands of talented trainees to local government over two decades
• Becoming part of the next generation of local government planners and surveyors, by applying to the Pathways to Planning programme

The creative materials used in the campaign will be made available to councils in the West Midlands, who will be able to use the brand new videos, imagery and materials as part of their recruitment efforts.   

These materials will also be included in the national 'Make a Difference, Work for Your Local Council' campaign, launching in January 2026. Councils nationally will receive a campaign toolkit which will include these materials to help them to engage with younger audiences.   

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."  

Richard Parker, Mayor of the West Midlands, said:  "Young people are facing significant challenges when it comes to securing employment and pursuing a rewarding career - that's why I've made it a top priority to work with employers and skills providers to offer meaningful work experience and job opportunities that will give them the chance to succeed.  

"I'm delighted to see the LGA and partners highlighting the huge range of careers in local government, which provide a real opportunity for young people to shape the future of their local communities and help our region to thrive and grow."

Councillor Kerrie Carmichael, Leader of Sandwell Council "When we launched our call for apprentices we were amazed to receive over 1,300 applications. I think this tells an important story in itself. Not only do young people understand that a career in local government is a great career choice, but it shows the wealth of untapped talent in our region.

 "This year we launched our Sandwell Story, which is a campaign showing people that they can "make it" in our Borough - a place which has been the engine of industry, driving the UK. Our young apprentices will ultimately have a role in helping to build the right conditions to enable even more young people to make it here.   

"At Sandwell we will guide them through their apprenticeships to become local government professionals. I want to impress on anyone who starts an apprenticeship - you will have a role in building your community and creating better lives for your neighbours - not many careers can promise that." 

Explore current vacancies at Stratford-on-Avon District Council today.