Local government faces a critical recruitment challenge, particularly in attracting younger talent. With less than 5% of the workforce under 25 (as cited by the Local Government Association) and many experienced staff nearing retirement, councils are under pressure to build a sustainable talent pipeline.
To better understand Gen Z's attitudes, we polled 500 people aged 18-25 which revealed that while 81% want to work for a community-impacting employer, two thirds (62%) haven't considered a career in local government and a quarter have no interest. While only half understood the breadth of roles available in a council, there's a clear need to promote the scope of purpose-driven careers beyond social care, including legal, finance, IT, and marketing.
A recent roundtable of senior council executives co-hosted with Public Services People Managers' Association president Pam Parkes highlighted the urgency of addressing this long-standing issue. Despite some good initiatives, the sector remains behind in engaging young people. We discussed opportunities including expanding apprenticeships, offering paid internships and creating entry-level pathways for students and the unemployed.
Early engagement is key. Our co-owned council joint venture contingent agencies have proved successful at creating partnerships with schools, colleges and job centres to help people develop a better understanding of the council's value proposition. And experience of the council via temporary roles can also help people transition to permanent positions.
Modernising recruitment is essential. Gen Z values clear job descriptions, simple digital applications and quick responses. Councils may struggle matching private sector pay but our research showed flexible working, wellbeing support and inclusive environments are major attractors. Councils may need to adapt internal processes, embracing hybrid work and hiring for potential rather than experience. Educating senior staff on generational expectations and viewing roles as career stepping stones can help retain young talent.
Finally, councils can leverage social media and peer-led campaigns to reshape perceptions. Success stories shared at our roundtable included TikTok-driven apprentice recruitment and using dedicated social media advisors. By supporting young employees in their career journeys, even if they move on, local government can strengthen its workforce, contribute to the local economy and build long-term advocacy.
Steve Wilson is Commercial Director, Commercial Services Group
