CITB is responsible for encouraging young people to join the construction industry and with the demand for construction workers set to soar, the recruitment challenge is increasing. With this in mind, CITB set out to recruit a wider demographic.
A campaign to target 14 to 18-year- olds was initiated, with the aim of increasing apprenticeship recruitment levels and changing views of the industry and its suitability as a career. The campaign had social media at its heart and featured a mobile app as well as geographically-targeted posters featuring a highly contemporary visual design and infographic-style images.
Results have exceeded all targets, with The Apprenticeships campaign delivering 273,693 unique visits, 182% over target. The Attracting Talent strand achieved 110% against target and the Facebook group went from zero to 3,515 members in three months. Beyond raising awareness, the campaign has increased recruitment, with more than 28,000 signed up for an apprenticeship place.