The majority of firefighters in the UK are retained firefighters, this means that day to day they’re working as tradesmen, office clerks, gardeners with the ability to respond to a ‘shout’ at a moments notice. The Fire Service College approached us with the challenge to curate a national recruitment campaign for Oxfordshire, Lincolnshire and Devon and Somerset Fire and Rescue Services that would provide a faster way to recruit and train retained firefighters. As you can imagine the eligibility criteria was incredibly tight. Not only would a suitable candidate need to have an understanding employee, reach the required fitness levels, they’d have to be no more than 5 minutes away from their nearest station.
The #BornReady campaign attracted over 8000 people to the dedicated website of which 150 candidates were selected to take part in an assessment weekend. The campaign exceeded target response rates by 48% as well as gaining attention outside the three participating counties.