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Recruiting Female Firefighters to the London Fire Brigade

We used precision targeting to almost double the amount of female applicants to the London Fire Brigade.

UK / DIVERSITY / INCLUTION / INTERNATIONAL WOMAN'S DAY / EMEA / WOMEN / EQUALITY / PUBLIC SECTOR

THE CHALLENGE

Only 10% of the London Fire Brigade’s firefighters were female and the LFB wanted to change that. This was a difficult and multi-layered challenge. LFB research showed that the main barrier for female applicants was perception – women didn’t believe that firefighting was a realistic career option for them. And some were right – the recruitment process is long and rigorous. We needed to focus on shifting the perception of those who would be interested in a role, and who could credibly pass the application process.

OUR SOLUTION

We worked with LFB to identify a very specific audience – young London-based females, in market for a career, that liked to give something back to the community, and were likely to pass the physical test. Our first move was to recommend a precision-targeted, digital-only approach, ensuring that every penny of investment would be focused on targeting individuals we could convert. We responded to signals relating to the skills, personal attributes and values required to become a female firefighter. We worked with partners, leveraging their 3rd party data to target only females, built out custom audiences to include relevant interest types.

DELIVERING RESULTS

We secured 551 applicants, representing an 8% point uplift in female applicants, nearly doubling their volume of female applicants YoY.

And our precise targeting ensured that we delivered an unprecedented quality of applicant too - delivering a land to application conversion of 19%, X4 higher than recruitment conversion benchmarks seen across similar activity demonstrating that our digital-only, precision targeting strategy worked.

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the amount of female applicants YOY