Recruitment is evolving fast (when is it not?) and local government is no exception. With shifting candidate expectations, the rise of AI and the growing importance of employer branding, understanding what drives jobseekers is more essential than ever.
That’s why we’ve compiled a Local Government appendix of our all-sector Candidate Insights Report 2025 (download the all-sector Candidate Insights Report here). This special Local Government appendix is an exclusive deep dive into the motivations, behaviours and expectations of candidates looking for roles in local government. This report, based on data from 500 surveyed candidates, provides the insights TA professionals need to refine their strategies and secure talent.
The changing face of recruitment in local government
The public sector is facing increasing competition for talent and recruitment teams must adapt to keep up. The survey found that candidates are prioritising flexibility, progression opportunities and workplace values more than ever before.
Some of the key findings from our research include:
1. Candidates want flexibility – but does local government offer it?
Flexible working like hybrid and remote working are not "nice to haves” - they’re essential for many jobseekers. In fact, an average of 41% of candidates across the generations we surveyed now prioritise flexible working options when considering a role.
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Some local government organisations have already started to trial different working patterns, like South Cambridgeshire District Council started in 2023. For 15 months, they successfully trialled a four-day working week that lead to improved performance and savings of more than £370,000 in a year, paving the way for other councils in England to consider similar flexible working patterns and potentially helping to attract talent from private sector competitors.
Key takeaway: To compete, councils and public sector organisations should clearly outline flexible working policies in job adverts and across their careers website, emphasising hybrid, remote or four-day working week options where they're available.
Download the Candidate Insights Report for Local Government. ⬇️
2. Career progression is a priority
While stability is a often a major attraction of public sector jobs, candidates are looking for more than just security. Our research shows that career progression is a key driver for most generations, especially for Gen Y and Gen Z candidates, with many actively seeking roles that offer structured development and upskilling opportunities.
Key takeaway: Organisations that promote internal mobility, mentorship programmes and leadership training will likely have a stronger appeal to these generations looking for a clear career path.
Download the Candidate Insights Report for Local Government. ⬇️
3. The AI dilemma: threat or opportunity?
With AI transforming industries, our research found that 42% of candidates believe AI could replace jobs in their sector, yet many also recognise its potential to enhance productivity and help them in their jobs. With AI being touted more and more by UK Central Government, candidates may be considering how these changes will impact their careers.
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Key takeaway: AI is generally seen as an enabler rather than a direct threat. However, its impact varies by sector and candidates in local government will be watching closely to see how the technology reshapes roles and career pathways in the coming years.
Download the Candidate Insights Report for Local Government. ⬇️
4. Employer branding matters – now more than ever
Today’s candidates are more selective about where they work. They're not just looking at salary and benefits, they want to work for an organisation that aligns with their values. In fact, a huge 90% of jobseekers consider an employer’s stance on diversity, equity and inclusion (ED&I) before deciding to apply.
For local government, this means that simply offering a stable job is no longer enough. Candidates want to see clear commitments to inclusivity, sustainability, and ethical practices.
Key takeaway: Local government employers should highlight their ED&I initiatives, sustainability goals, and community impact in job descriptions and employer branding efforts.
Download the Candidate Insights Report for Local Government. ⬇️
Why these insights matter for local government
With rising skills shortages and increasing expectations from jobseekers, the public sector must evolve its hiring strategies to attract and retain top talent.
The Candidate Insights Report 2025 provides real data-driven insights to help local government recruitment teams:
✔ Understand what drives candidate behaviour
✔ Refine job adverts to attract the right talent
✔ Improve candidate experience to reduce drop-off rates
✔ Position their employer brand as a leader in the public sector
Download the full Candidate Insights Report for Local Government 2025 using the form below and get the competitive edge in hiring the best talent for your organisation.