Diversity Recruitment
Diversity recruitment campaigns for the people who don't think your job is for them.
Opportunities shouldn't depend on where you live, which school you went to or who you know. But for a lot of people, they still do. If someone has never seen anyone like them in a role, they won't picture themselves in it. That's not a talent problem. It's an awareness problem, and it's one we can fix.
Why diverse candidates aren't applying
It's rarely about the job itself. It's the questions nobody answers:
Would I fit in?
Is there anyone like me there?
Would I be accepted for who I am?
Is this even an option for someone from my background?
A diversity statement on your careers page won't answer those. Real people will.
How we attract more diverse talent
Research first. We find out who's missing from your pipeline, where they spend their time online, and what's putting them off.
Representation that's real. We film your own people, from the backgrounds you want to reach, telling their own stories in their own words.
Messaging that answers the doubts. Content built around belonging, support and progression, the things underrepresented candidates look for first.
Targeted distribution. Organic and paid social aimed at the audiences you're missing, on the platforms they actually use.
Measured properly. We track who you're reaching, not just how many.
Proof it works: Hampshire & Isle of Wight Constabulary
HIOW wanted more applications from people underrepresented in policing, including Black and ethnic minority candidates and the LGBT+ community.
We built “It's Policing, Plus…” around real officers telling their own stories. In 12 weeks it delivered 2.7 million impressions and 32,634 clicks, beating industry benchmarks for both click-through and view-through rates. The best performers were the videos where viewers could see themselves in the officer on screen.
In 2026, 70% of clicks came from 18 to 24 year olds.
Who we reach
We build campaigns to reach people from ethnic minority backgrounds, women in male-dominated roles, LGBT+ candidates, people from lower-income backgrounds, and young people who've never been shown what's possible.
Diversity recruitment FAQs
What is a diversity recruitment campaign?
It's a campaign designed to reach and encourage people from groups that are underrepresented in your workforce, so more of them apply.
Is it legal to target specific groups in recruitment marketing?
In the UK, the Equality Act 2010 allows positive action. That means you can encourage applications from underrepresented groups, as long as hiring decisions are still made on merit. Our campaigns focus on reach and encouragement, not selection. If you're unsure, check with your HR or legal team.
How do you avoid tokenism?
We only feature real employees telling their own stories, and we never script what they say. If the culture isn't there yet, we'll tell you honestly before we make content that promises it is.
Can you combine this with a wider campaign?
Yes. Diversity can be the focus of a whole campaign, or built into one of our recruitment campaigns or employer branding projects.