Case study: Social media recruitment campaign - DFID Digital Strategy 2012-2015

In 2012, DFID launched a new graduate development scheme. We planned to recruit 30 recent graduates to work in our two headquarter offices for 50 weeks to gain experience of international development.

As well as advertising the posts on the DFID website, the recruitment team made use of Facebook to communicate with potential applicants. This became a very valuable recruitment tool and created a high level of engagement with universities and students (including 13,500 ‘likes’ on Facebook). 

The benefits of using digital media such as Facebook and Twitter were twofold:

1. Our recruitment drive on Facebook successfully reached potential applicants who were volunteering overseas in the DFID-sponsored International Citizen Service, or who were travelling, working or studying abroad.
2. Using social media rather than placing advertisements in newspapers and magazines drove down costs and had a much wider reach than traditional print media.

As a result of the Facebook and website communications, the recruitment sessions at universities were very well attended. DFID received 4,500 applications and ultimately recruited 53 graduates. The recruitment campaign earned DFID a place in the Top 100 Graduate Employers (as voted for by students).