A new national recruitment campaign promoting careers in local government has been launched to address widespread staffing shortages and highlight the rewarding, community‑focused opportunities offered by councils across England.
The ‘Make a Difference, Work for Your Local Council’ campaign – funded by the UK Government – will run from 5th January to 15th February 2026, shining a spotlight on the breadth of careers available in local government and the positive impact council workers make every day.
The launch follows a recent Local Government Association survey, which found that 94% of councils are struggling to recruit and retain staff, with many facing persistent challenges as they work to deliver vital local services.
As the campaign highlights, working in local government offers:
- A chance to make a real difference in local communities
- Career growth, training and development opportunities
- Flexible and inclusive working practices
- Over 800 different career paths, ranging from planning and finance to environmental services, social care, digital roles and more
The campaign seeks to show potential applicants that local government careers are not only meaningful but also offer long‑term progression and stability.
The initiative builds on earlier success, having first been piloted in the North East of England in 2023–24, followed by the first national rollout in 2024–25. The campaign was developed collaboratively with councils, Regional Employer Organisations, and creative and research partners.
The 2026 campaign will run for six weeks across multiple media channels, ensuring a broad reach across communities.
Cllr Jane Scullion, Chair of the Local Government Association’s Improvement Committee, said:
“Working in local government is truly a career where you get to make a real difference for your community – there are few other jobs like it.
“We know that many councils are facing retention and recruitment challenges, and we are always looking for ways to make this sector more appealing. We hope that local authorities take up this offer of support.
“Whether you plan to share one of the assets on your social media, display a poster in your local library, or use the campaign logo on your recruitment adverts – your support is really appreciated, and will help to make a difference.”
To help strengthen local recruitment drives, councils will receive a campaign toolkit containing ready‑to‑use materials for their communications channels. This will support councils in promoting vacancies more effectively and help build positive public perceptions of careers in the sector.
The Government hopes this major national push will encourage more people to consider working in local government, helping to fill critical roles and support the continued delivery of essential frontline services.
Image credit: iStock
