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Citizens Advice

Services Provided: Advertising
Deliverables: Bespoke Candidate Packs | Animated Banners | Online Advertisement | Response Handling

As a trusted media partner to Citizens Advice UK, we were tasked with supporting them to attract to 126 roles across 42 locations in England and Wales as part of a new pensions advice service. This is a key example of our ability to approach a complex recruitment challenge and offer an effective and innovative media solution.


In December 2014 – and in response to the new rules around pensions, pension’s ages, and pension rights and what these changes would mean to the retiring population in the U.K. Citizens Advice UK (CAB) approached Prospectus to advise on and run a national recruitment campaign to attract 84 Pensions Guidance Officers and 42 Pensions Guidance Managers across 42 Locations in England and Wales.

Not only was it imperative that these posts were recruited to by April 2015, it was also time critical, as the campaign had to go out by the Christmas period. Prospectus presented back a proposal to manage the campaign across two phases and a comprehensive, multi location media strategy, including bulk media buying 

Campaign objectives

  • All advertisement placement 
  • Candidate pack and online inventory design work
  • Management Reporting and statistical data including equal opportunities

Campaign delivery

Using a combination of print and online media, as well as a candidate attraction pack we supported Citizens Advice to recruit to over 80% of all posts within the project target date.

Phase 1- December 2014

Approximately 68% offers were made upon completion of this phase.

Phase 2 – February 2015

Efforts were applied to targeting applicants in areas with difficult to fill areas. Advertisement were placed in niche and local sites to relevant Bureau and completed within February 2015.

Campaign outcome

By end of phase 2 over 80% off all posts had been made offers of employment by Citizens Advice across the 42 sites in England and Wales.

"I’m really pleased with the services and help I receive from my Account manager and his colleagues at Prospectus. They have provided clear direction and advice for how to advertise our vacancies and engage with the market, and have shown flexibility in working to our needs. I am happy to say I have no regrets because their services and results have been great, and I recommend Prospectus and continue to enjoy working with them."

— Adekunle Adetula | Business Partner | Citizens Advice