Struggling to Fill Planning Roles?
November 24, 2020
Daniel Daltrey

Planning case study – Guarantee long term success with long term strategies

Filling positions in your planning team is hard enough at the best of times. This is even worse while adapting to the various challenges that come when recruiting during lockdown. However, with a positive approach and a well thought out strategy, Hammersmith & Fulham were able to recruit ten new members to their planning team.

Taking on such a challenge can be a daunting prospect in such an ever-changing recruitment environment. Their forward-thinking also means they now have the tech infrastructure in place to run similar recruitment campaigns in the future.

The Brief

“Our performance date from prior planning campaigns gave us valuable insight into the best attraction channels,” says Dan Daltrey; Senior PPC & Performance Marketing Executive,

“We had previously seen that candidates that go on to get hired for similar roles had come from a blend of sources such as pay-per-click advertising, email marketing and external media, so we put together a potent schedule that encompassed the most effective of these elements.”

Our Approach

First our team reviewed the job adverts and content on Hammersmith and Fulham’s dedicated planning campaign site. Then we got to work building exposure and driving relevant candidates to both. But our work didn’t stop there.

Our team constantly reviewed the ad copy, as well as keyword and location targeting. This ensured they were driving relevant traffic to the roles and reaching candidates before they went onto other job boards.

Our proprietary Performance Monitoring System enabled us to see which media channels candidates were engaging with most. Using this we adjusted our approach throughout the campaign to focus on those that were leading to the most applications.

The Results

Once the roles had closed, the Hammersmith and Fulham recruitment team got to work sifting through the 242 applications. This meant the London Borough ended up with a very strong cost per application of £63. Additionally, they have the technical infrastructure in place to take on sizeable recruitment challenges like this in the future.

Joanne Woodward Chief Planning and Economic Development Officer said I’m delighted with the results; I was surprised by the number of applications we received for the campaign which gave us a strong field of candidates to select from. We felt it may be ambitious to fill all 10 roles during lockdown and with the budget we had but I’m really impressed with how JGP promoted the positions and the interest we were able to generate

Pie chart demonstrating media sources of LBHF planning applications



After interviewing the best applicants, Hammersmith and Fulham found several hireable candidates for each role. Not only were they able to set up a complex campaign during a time where most councils were pausing their external recruitment, they were successful in filling all the roles that went out with high quality planning professionals.


Find out how JGP can help hire for hard to fill roles smarter and faster through data-driven marketing and enquire now!

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