Transforming Employer Branding and Recruitment Post-Unification – North Yorkshire Council

North Yorkshire Council turned one of the most complex public sector transformations in recent years into a recruitment success story—earning national recognition with the 2025 PPMA Employer Branding Award.

Challenge

In April 2023, eight local councils in North Yorkshire were unified to form North Yorkshire Council. This major organisational shift led to widespread uncertainty, a 16% employee turnover, and public resistance to the merger. The council also faced reputational challenges common to local government, including austerity, national skills shortages, and a £10m annual agency staff spend. Recruitment efforts were hindered by paused vacancies during structural changes, and morale was low across legacy teams. Attracting and retaining talent in this environment required an urgent, strategic employer branding transformation.

Solution

North Yorkshire Council launched a multi-faceted employer branding and recruitment strategy, grounded in its new values – Inclusive, Ambitious, Creative, Together (IACT) – and centered around three pillars:

Attraction through Differentiation

A clear Employer Value Proposition (EVP) was developed, encapsulated in the message: “Stay local, work local, and make a difference to local communities.” This was brought to life through a new recruitment website experience, comprehensive Total Rewards campaign, and participation in national careers campaigns.

Engagement through Authenticity

Employee voices became the cornerstone of branding, with videos, testimonials, and Glassdoor initiatives improving transparency and trust. Employee networks supported inclusivity, while enhanced hybrid policies and wellbeing campaigns showcased flexibility.

Retention through Inclusion and Growth

Investment in EDI campaigns, staff networks, career development pathways, and regular staff surveys created an inclusive, empowering culture. A new "Making a Difference" campaign underscored employee impact and purpose.