Portfolio
London Borough of Tower Hamlets
A diversity strategy for one of the UK’s most diverse boroughs
When you’re a national beacon for community cohesion, you need to keep diversity at the heart of your recruitment. This was exactly what the London Borough of Tower Hamlets had always done, mainly by using the diversity press. But they wanted to do it even better, and more cost effectively too. Quite a challenge for one of the UK's most culturally vibrant and diverse areas.
The solution
Our research proved that employees’ own voices would be key to altering perceptions. So we encouraged ambassadors from diverse backgrounds to take part in our campaign. And while traditional media would play a part, we harnessed the internet by creating a dedicated diversity area within the Tower Hamlets website - and using the Google Content Network to get the right messages to the right people. Meanwhile, at two key events, London Pride and the London Mela, we used Bluetooth technology and print to drive people online.
The results
Over the last six months of 2009, the website we created acted as a central focus. The approach was innovative, creative and, most importantly, successful. Nearly 3,000 people visited the diversity web pages, and the registrations and applications flowed in.
““By involving Tower Hamlets employees, we were able to create a message that really reflected the truth – making it all the more powerful and persuasive.”
Anne Sullivan, Account Director, Penna Barkers