Using TikTok, Instagram & Social Media to Transform Attraction & Retention in Local Government HR and Recruitment
- Feb 12
- 15 min read
Local authorities are operating in the most competitive labour market in a generation. Workforce shortages are no longer isolated to a handful of specialist services, they are systemic. National data shows that vacancy rates in some council functions now exceed 30%, with hard‑to‑fill roles such as planning, social work, legal, environmental health, and digital transformation becoming even more competitive as private‑sector employers expand their reach and offer increasingly flexible packages.
At the same time, candidate expectations have shifted dramatically. Younger applicants, and increasingly mid‑career professionals, want more than a job description and a corporate careers page. They want to see the culture, hear from real employees, and feel the values of an organisation before they ever click “apply”. They expect transparency, authenticity, and a sense of purpose. They want to know what it’s really like to work in local government: the impact, the challenges, the people, the progression, and the day‑to‑day reality.
Traditional recruitment channels, job boards, static adverts, and polished LinkedIn posts, simply cannot deliver that level of connection. They are necessary, but no longer sufficient.
This is where social media, particularly TikTok and Instagram, becomes transformative. These platforms are not just marketing tools; they are storytelling engines. They allow councils to showcase the human side of public service, highlight the meaningful work happening across communities, and build a compelling employer brand that resonates with the next generation of talent.
Yet despite their potential, TikTok and Instagram remain underused across local government. Many HR and Recruitment teams still view them as “nice to have” rather than strategic assets, or assume they are only relevant for consumer brands. In reality, they are some of the most powerful tools available for shaping perception, widening reach, and building long‑term engagement with future and current employees.
This guide sets out a practical, evidence‑based approach for councils ready to modernise their attraction and retention strategies. It explores:
Which platforms reach which demographics, and why this matters for workforce planning
How councils can use each platform effectively, with examples of high‑impact approaches
What content performs best for both attraction and retention, grounded in behavioural insights
How to partner with local businesses and communities to amplify reach and strengthen employer brand
Data, statistics, and quotes to help HR and Recruitment leaders build a compelling internal case for change
1. Understanding the Platforms: Who Uses What?
Before councils can design effective attraction and retention strategies, they need to understand where different audiences spend their time online, and what they expect from organisations on those platforms. Each channel has its own culture, demographic profile, and unwritten rules. Using them well requires tailoring content to the behaviours and motivations of the people who use them. Below is a deeper look at the four platforms most relevant to local government recruitment.
TikTok: The Home of Authentic, Values‑Driven Discovery
TikTok has rapidly evolved from a youth entertainment app into a major search engine for careers, culture, and employer insight. It is now one of the first places younger jobseekers go to understand what an organisation feels like.
Key Demographics
Over 60% of users are aged 18–34 (Pew Research, 2024).
Usage is growing among 30–45 year olds, particularly in public‑facing professions such as teaching, nursing, and social care.
High adoption among apprentices, graduates, and early‑career professionals.
Behavioural Insights
Users expect real people, not corporate messaging.
Short‑form video is consumed rapidly, decisions about whether to watch are made in the first 1–2 seconds.
Authenticity outperforms polish; “behind‑the‑scenes” content is one of the most engaged‑with formats.
Why It Matters for Councils
TikTok is the most powerful platform for:
Early‑career talent pipelines
Apprenticeships and graduate schemes
Social care entry roles
Customer service and environmental roles
Showcasing culture, purpose, and impact
For councils struggling to reach younger demographics, TikTok is no longer optional, it’s strategic.
Instagram: Visual Storytelling for Culture, Wellbeing & Leadership
Instagram remains one of the strongest platforms for employer brand building. It blends visual storytelling with community engagement, making it ideal for councils wanting to show the human side of public service.
Key Demographics
71% of users are under 35, but usage among 35–44 year olds is rising steadily.
Strong adoption among professionals in education, health, creative industries, and public service.
Behavioural Insights
Users expect high‑quality visuals, but not necessarily corporate polish.
Reels (short videos) now outperform static posts by up to 40% in engagement.
Stories are used for “in‑the‑moment” updates and informal communication.
Carousels are ideal for explaining benefits, career pathways, and wellbeing support.
Why It Matters for Councils
Instagram is best for:
Mid‑career professionals exploring culture and values
Internal culture and wellbeing
Leadership visibility (CEOs, Directors, Heads of Service)
Showcasing local impact, regeneration, community events, environmental projects
It’s the platform where councils can build emotional connection and long‑term affinity.
LinkedIn: Professional Credibility & Strategic Recruitment
LinkedIn remains the dominant platform for professional recruitment, but it is increasingly crowded. To stand out, councils need to move beyond job posts and embrace thought leadership and storytelling.
Key Demographics
Used by 40% of UK professionals weekly.
Strongest adoption among 30–55 year olds.
Particularly influential for senior leaders, specialists, and corporate services.
Behavioural Insights
Users expect professional tone, but increasingly value authenticity and transparency.
Posts featuring employee stories receive 3x more engagement than corporate announcements.
Leadership visibility is a major differentiator, especially in public service.
Why It Matters for Councils
LinkedIn is essential for:
Leadership and senior management roles
Professional services (HR, finance, legal, digital, procurement)
Corporate messaging and transformation updates
Thought leadership from Chief Executives and Directors
It’s the platform where councils build credibility and attract experienced professionals.
Facebook: Hyper‑Local Reach & Community‑Based Recruitment
Despite perceptions that Facebook is “outdated”, it remains one of the most powerful tools for local authorities, especially for roles that rely on community connection.
Key Demographics
Strongest usage among 35–65+, a critical demographic for many council roles.
Widely used by parents, carers, and local community groups.
Still the most active platform for neighbourhood‑level engagement.
Behavioural Insights
Users engage most with local stories, community updates, and practical information.
Facebook Groups are powerful for targeted recruitment, especially in social care.
Live video Q&As perform strongly for recruitment campaigns.
Why It Matters for Councils
Facebook is best for:
Social care recruitment
Waste and environmental services
School support roles
Community engagement and local events
Hyper‑local recruitment campaigns
For councils needing to reach residents where they already are, Facebook remains unmatched.
2. How Local Authorities Can Use Each Platform Effectively
Each social platform has its own culture, expectations, and unwritten rules. Councils that tailor their approach to the strengths of each channel will see significantly higher engagement, stronger employer brand visibility, and more meaningful connections with potential candidates.
Below is an expanded, practical guide to using TikTok, Instagram, LinkedIn, and Facebook in a way that aligns with the realities of local government recruitment.
TikTok: Authenticity Over Perfection
TikTok is built on spontaneity, honesty, and human connection. It’s the platform where councils can dismantle outdated perceptions of public service and show the real people behind essential services. The most successful content feels natural, unscripted, and rooted in everyday experiences.
What Works
“Day in the life” videos Planners on site visits, social workers preparing for a visit, HR officers onboarding new starters, waste crews starting their morning rounds. These videos demystify roles and make them relatable.
Myth‑busting content “What people think we do vs what we actually do” is a powerful format for roles that suffer from misconceptions, planning, social care, environmental health, and HR included.
Quick explainer videos Short clips explaining career pathways, qualifications, or how to apply for apprenticeships. These are especially effective for younger audiences who prefer video over text.
Behind‑the‑scenes tours Walkthroughs of offices, depots, parks, libraries, or community hubs help candidates visualise the working environment.
Employee‑generated content (EGC) Staff filming their own experiences, even on a phone, consistently outperforms corporate content.
Why It Works
TikTok users value transparency, purpose, and authenticity. Councils can use this to highlight:
The impact of public service
The stability and progression available
The community connection that younger workers increasingly prioritise
This is especially important as Gen Z and Millennials place higher value on meaningful work than any generation before them.
“Gen Z wants to work somewhere that aligns with their values. They’re not just choosing a job, they’re choosing a mission.” Deloitte Global Gen Z & Millennial Survey, 2024
Instagram: Storytelling, Culture & Community
Instagram is where councils can build a consistent, visually compelling employer brand. It’s ideal for showcasing culture, wellbeing, leadership, and the human side of public service, all of which strongly influence retention.
What Works
Carousel posts Perfect for explaining benefits, career pathways, wellbeing support, flexible working, or “5 reasons to work in local government”.
Reels Short videos featuring staff stories, leadership messages, service highlights, or community impact. Reels currently outperform static posts by a significant margin.
Visual storytelling Photos and videos of parks, regeneration projects, community events, libraries, youth services, and environmental initiatives help candidates see the difference councils make.
“Meet the team” features Humanising teams builds trust and connection, especially in services where recruitment is challenging.
Celebrating achievements Promotions, long‑service awards, apprentices completing qualifications, or teams delivering major projects all reinforce a positive internal culture.
Why It Works
Instagram allows councils to show the human, values‑driven, and community‑centred nature of public service. This is a major driver of retention, especially for mid‑career professionals seeking purpose and stability.
Organisations using visual storytelling see up to 67% higher engagement in recruitment campaigns (HubSpot, 2024).
LinkedIn: Professional Credibility & Leadership Voice
LinkedIn remains essential for senior, specialist, and corporate roles. It’s also the platform where councils can demonstrate strategic direction, leadership culture, and organisational values, all critical for attracting experienced professionals.
What Works
Thought leadership from Chief Executives and Directors Posts about transformation, culture, innovation, or community impact build credibility and attract senior talent.
Case studies of transformation projects Digital programmes, regeneration schemes, service redesigns, these show ambition and capability.
Posts highlighting flexible working and leadership culture Candidates want to know how leaders think, behave, and support their teams.
Employee advocacy programmes Encouraging staff to share posts increases reach dramatically and builds authenticity.
Why It Works
Senior candidates want evidence of:
Strategic clarity
Values‑driven leadership
Organisational stability
Opportunities for impact
LinkedIn is the platform where councils can demonstrate all of this with authority.
Facebook: Hyper‑Local Reach
Facebook remains one of the most effective platforms for community‑based recruitment. It’s widely used by adults aged 35–65, a key demographic for many council roles, and is deeply embedded in local community life.
What Works
Targeted ads Particularly effective for social care, waste services, school support roles, and customer service positions.
Sharing content in local community groups These groups often have thousands of active members and are trusted sources of local information.
Live Q&A sessions with hiring managers Ideal for demystifying roles, answering questions, and building trust with local residents.
Why It Works
Facebook is still the most widely used platform for adults in the age bracket that councils most frequently recruit from. It’s also where local conversations happen, making it perfect for hyper‑local recruitment campaigns.
3. Content That Drives Attraction & Retention
Social media content is most effective when it speaks directly to what candidates care about, and what current employees need to feel connected, valued, and motivated. For local authorities, this means moving beyond job adverts and corporate announcements, and instead telling the real story of public service: the purpose, the people, the progression, and the impact.
Below is an expanded breakdown of the content themes that drive both attraction and retention, grounded in workforce psychology and sector‑specific insight.
A. Attraction: What Gets People to Apply
Attraction content should help potential candidates imagine themselves in the organisation. It should answer the questions they won’t ask in an interview: What’s it really like? Who will I work with? Will I grow here? Does this place align with my values?
High‑Performing Content Themes
• Purpose: “Here’s the difference our team made this week.”
Purpose is one of the strongest motivators for candidates considering public service. Content that highlights community impact, from supporting vulnerable residents to improving local spaces, helps candidates connect emotionally with the work.
Examples:
Short videos showing the before‑and‑after of a regeneration project
Stories of social workers making a difference
Environmental teams improving local parks or biodiversity
Purpose‑driven content is especially powerful for Gen Z and Millennials, who consistently rank “meaningful work” above salary in career decisions.
• Progression: Clear pathways from entry roles to leadership.
Many candidates assume councils have limited progression. Showing real examples of internal mobility, apprentices becoming managers, career switchers thriving in new roles, challenges this misconception.
Examples:
“My career journey” videos
Carousel posts mapping out progression routes
Staff interviews about development opportunities
This is particularly effective for early‑career talent and career changers.
• Flexibility: Real examples of hybrid working, compressed hours, job‑sharing.
Flexibility is no longer a benefit, it’s an expectation. Candidates want to see how flexibility works in practice, not just read it in a job advert.
Examples:
A day‑in‑the‑life of a hybrid worker
Stories of parents balancing work and caring responsibilities
Job‑share partners explaining how they collaborate
This content is especially influential for mid‑career professionals and those returning to work.
• Benefits: Local government pension, wellbeing support, training budgets.
Many candidates underestimate the value of public sector benefits. Visual, simple, jargon‑free content helps bring these to life.
Examples:
“5 benefits you didn’t know councils offer”
Infographics explaining the pension
Reels showcasing wellbeing initiatives
• Impact: Stories of how services change lives.
Impact content reinforces the unique value of public service, something private‑sector employers cannot replicate.
Examples:
Resident testimonials
Community event highlights
Teams responding to emergencies or supporting vulnerable people
Statistic
Job posts with employee stories receive 3x more applications (LinkedIn Talent Insights, 2024).
This reinforces the importance of human‑centred storytelling over corporate messaging.
B. Retention: What Keeps People Engaged
Retention content strengthens internal culture, builds pride, and reinforces belonging. It helps employees feel recognised, valued, and connected to the organisation’s mission, all of which reduce turnover.
High‑Performing Content Themes
• Celebrating internal promotions
Recognition of progression signals that development is possible and valued. It also boosts morale and encourages others to pursue opportunities.
Examples:
“Congratulations to…” posts
Short interviews with newly promoted staff
Stories about how they achieved their progression
• Showcasing learning and development
Employees stay where they grow. Highlighting training, leadership programmes, apprenticeships, and CPD opportunities reinforces the council’s investment in its people.
Examples:
Photos from training sessions
Staff talking about new skills they’ve gained
Updates on leadership development cohorts
• Highlighting wellbeing initiatives
Wellbeing is a major driver of retention, especially in high‑pressure services like social care, housing, and HR.
Examples:
Mental health support programmes
Wellbeing days or events
Stories of how teams support each other
• Sharing leadership messages and values
Visible, values‑driven leadership builds trust. Employees want to hear directly from senior leaders, not just in formal settings, but in human, accessible ways.
Examples:
Short video messages from the Chief Executive
Directors sharing reflections on culture or service impact
Leadership involvement in community events
• Recognising long service and achievements
Celebrating loyalty reinforces a culture of appreciation and belonging. It also signals stability and pride in public service.
Examples:
Long‑service awards
Team achievements
Staff who have gone “above and beyond”
“Retention is strengthened when employees feel seen, valued, and connected to purpose.”, CIPD Good Work Index, 2024
This captures the essence of retention content: visibility, appreciation, and meaning.
4. Partnering With Local Businesses & Communities
Local authorities sit at the heart of their communities, yet this is often under‑leveraged in recruitment and employer branding. By collaborating with local businesses, education providers, charities, and community influencers, councils can dramatically expand their reach, strengthen their reputation, and create content that feels rooted in place and purpose. Partnership‑driven content not only amplifies visibility but also reinforces the message that working for the council means working with the community, not just for it. This is a powerful differentiator in a competitive labour market.
Ideas for Collaboration
• Co‑created content with local cafés, gyms, universities, and charities
These partnerships humanise the council and show its embeddedness in local life. They also help reach audiences who may not follow official council channels.
Examples:
A local café hosting a “Meet the Apprentices” video series
A gym partnering on wellbeing content featuring council staff
Universities co‑creating reels about graduate pathways into planning, digital, or HR
Charities collaborating on stories about joint community impact
This type of content feels authentic, community‑driven, and values‑aligned.
• Spotlight series on local businesses that employees love
Showcasing the places staff enjoy reinforces the message that the council is part of a vibrant local ecosystem.
Examples:
“Where our team eats lunch”
“Favourite local spots recommended by our social workers”
“A day in the life of a council employee, featuring local businesses along the way”
This helps candidates imagine themselves living and working in the area.
• Joint campaigns promoting apprenticeships or green jobs
Local authorities and local businesses often share workforce challenges. Joint campaigns can highlight shared values and create a unified message about opportunity and growth.
Examples:
A council and local college co‑promoting apprenticeships
Green employers partnering on sustainability‑focused recruitment content
Joint events or livestreams about careers in the local area
This positions the council as a leader in local economic development.
• Community challenges (e.g., sustainability, volunteering, local events)
Challenges and campaigns create high‑engagement content and encourage participation from residents and staff.
Examples:
A “30‑day sustainability challenge” co‑run with local environmental groups
Volunteering days with local charities
Community clean‑ups or tree‑planting events filmed for TikTok and Instagram
These activities showcase the council’s values and community impact, major drivers of attraction.
• Local influencers (micro‑influencers with 2k–20k followers)
Micro‑influencers are trusted voices in their communities. They can help councils reach audiences that traditional recruitment channels miss.
Examples:
A local fitness influencer showcasing council wellbeing initiatives
A parenting blogger promoting school support roles
A community historian highlighting regeneration projects and planning careers
Micro‑influencers are particularly effective because their audiences are highly engaged and geographically relevant.
Why This Works
• Builds trust through association
When respected local businesses or influencers collaborate with the council, it signals credibility and community alignment.
• Reaches audiences councils can’t reach alone
Local businesses often have loyal, hyper‑local followings, ideal for roles that require community connection.
• Reinforces the message that the council is central to community life
Partnership content shows that the council is not a distant institution but an active, collaborative force shaping the local area.
This is especially powerful for attracting candidates who value purpose, place, and community impact.
Statistic
Micro‑influencers generate 60% higher engagement than large influencers (Influencer Marketing Hub, 2024).
This makes them a cost‑effective, high‑impact option for councils with limited recruitment budgets.
5. Practical Steps for HR & Recruitment Teams
Modernising attraction and retention through social media doesn’t require huge budgets or specialist teams, but it does require clarity, consistency, and a structured approach. These five steps provide a practical framework that any council can adopt, regardless of size or resources.
Step 1: Define Your Target Audiences
Effective recruitment starts with understanding who you’re trying to reach. Different audiences have different motivations, expectations, and preferred platforms. Councils should map out their key workforce segments and tailor content accordingly.
Key Audiences
Apprentices Motivated by purpose, progression, and real stories from people like them.
Graduates Looking for development, meaningful work, and visible leadership.
Mid‑career professionals Prioritising flexibility, stability, and values‑driven culture.
Hard‑to‑fill specialists Want evidence of innovation, professional autonomy, and organisational ambition.
Local community roles Often influenced by hyper‑local content, community pride, and practical benefits.
Why this matters
A one‑size‑fits‑all approach dilutes impact. Tailoring content to each audience increases relevance, engagement, and application quality.
Step 2: Choose the Right Platforms
Each platform has its own demographic profile and content culture. Councils should match audiences to platforms strategically rather than posting the same content everywhere.
Examples
TikTok → Apprentices, graduates, early‑career talent
Instagram → Mid‑career professionals, wellbeing‑focused audiences
LinkedIn → Senior leaders, specialists, corporate services
Facebook → Local community roles, social care, school support, waste services
Why this matters
Posting the right content in the right place ensures your message reaches the people most likely to engage with it.
Step 3: Build a Content Calendar
Consistency is more important than volume. A simple, structured content calendar helps teams stay organised, maintain momentum, and align content with recruitment priorities.
Recommended Approach
3–4 posts per week Enough to stay visible without overwhelming capacity.
Mix of formats
Video (TikTok, Reels)
Stories
Carousels
Staff features
Behind‑the‑scenes content
Align with recruitment peaks and campaigns For example:
Graduate season (Sept–Nov)
Social care recruitment drives
Apprenticeship Week
Internal promotion cycles
Why this matters
A calendar ensures content is purposeful, balanced, and aligned with workforce needs, not reactive or ad‑hoc.
Step 4: Empower Employees to Contribute
Employee‑generated content (EGC) is consistently the highest‑performing content across all platforms. It’s authentic, relatable, and trusted, and it showcases the real people behind public service.
How to Enable Staff
Provide simple guidelines Clear do’s and don’ts, tone of voice, and safeguarding considerations.
Encourage authentic, unscripted content Staff don’t need to be polished, they just need to be themselves.
Celebrate contributors Public recognition encourages others to get involved.
Why this matters
People trust people more than institutions. When staff tell their own stories, it builds credibility and emotional connection.
Step 5: Measure What Matters
Success isn’t just about likes or views. Councils should track metrics that link directly to recruitment and retention outcomes.
Key Metrics
Reach How many people are seeing your content.
Engagement Likes, comments, shares, saves, indicators of genuine interest.
Click‑throughs to job pages Shows whether content is driving action.
Applications The ultimate measure of attraction effectiveness.
Retention indicators
Internal mobility
Wellbeing engagement
Staff sentiment
Participation in development programmes
Why this matters
Measuring the right things helps HR teams demonstrate impact, secure buy‑in, and refine their approach over time.
Conclusion
Local government is at a pivotal moment. With workforce shortages intensifying and candidate expectations shifting, councils can no longer rely on traditional recruitment methods alone. TikTok, Instagram, LinkedIn, and Facebook offer a powerful, cost‑effective way to tell the real story of public service, one rooted in purpose, community, and impact. By understanding who uses each platform, tailoring content to the motivations of different audiences, and empowering employees to share authentic stories, HR and Recruitment teams can build a compelling employer brand that resonates across generations. Social media is not just a marketing tool; it is a strategic asset that can widen talent pipelines, strengthen retention, and showcase the values that make local government unique.
Partnerships with local businesses, micro‑influencers, and community organisations further amplify this message, positioning councils as central to the life, identity, and future of their places. When used well, social media becomes a bridge, connecting councils with the people they need, and connecting people with careers that genuinely make a difference. The councils that embrace this shift will not only attract more candidates; they will attract the right candidates. They will build workplaces where people feel seen, valued, and proud of the contribution they make. And ultimately, they will strengthen the resilience, capability, and culture of local government for the years ahead.
