Councils in the North East of England will pilot a new campaign to encourage people to take up a job in local government.
Adverts on billboards, radio and social media will highlight roles across council services, with the hope of encouraging people of different ages and backgrounds to apply, according to the Local Government Association (LGA), which produced the pilot with the Society of Local Authority Chief Executives and Senior Managers (Solace).
The government-funded campaign will run in the North East for five weeks and could be extended across England if successful.
According to the LGA, more than nine in 10 councils are struggling with staff recruitment and retention.
The leader of Sunderland City Council and North East representative on the LGA executive, Graeme Miller, said: ‘There are many varied and rewarding roles working for local government and these are roles where people can and do make positive differences for local communities, residents and businesses.'
