Challenging perceptions to reignite recruitment

When we were appointed to work with West Yorkshire Fire and Rescue Service, it had been over seven years since they last recruited a full-time firefighter.

Their recruitment drive was lacklustre and in need of a revamp. We developed a region-wide integrated recruitment campaign to guarantee effective and sufficient cover was provided across the whole of West Yorkshire. It was imperative that the campaign challenged the stereotype of what constitutes a ‘typical’ firefighter in order to attract a diverse pool of as many candidates as possible.

ThinkOTB developed a full creative concept which we rolled out across a suite of print and digital assets, including microsite, brochure, films, posters, flyers and event stands.

These assets helped successfully challenge the perception of who might become a firefighter, by displaying people from all walks of life in uniform. We were also eager to emphasise the sense of pride that comes with serving and protecting your local community, as being a firefighter is so much more than just a job.

Let's talk

Now you’ve seen how ThinkOTB partners with organisations, if you want to know more about how the power of Innovation Marketing could unlock revenue growth in your business, let’s talk.

If ThinkOTB can help, we’ll put the kettle on and talk over your business challenges and opportunities around a table or on a video call – it’s fundamentally how we like to work.

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