LG Careers

Market Creations Agency partnered with Local Government Professionals WA to deliver the LG Careers Campaign, a statewide initiative designed to raise awareness of career opportunities in local government and attract graduates, young professionals, career changers, and skilled talent to councils across Western Australia.

Through authentic storytelling and strategic marketing, the campaign highlighted the people behind local government and showcased the rewarding careers available across metropolitan and regional communities. The campaign positioned local government as a sector where individuals can make a meaningful difference, enjoy a healthy work-life balance, access professional development opportunities, and build long-term career pathways.

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Client Name
LG Careers

Website
20724637.hs-sites.com/lg-careers-wa

Year
2024-26

Category
Website Design, Branding, Marketing,

Campaign Strategy

The campaign messaging was built around four key pillars:

Emphasising the positive impact local government professionals have on their communities
Showcasing flexibility, wellbeing, and work-life balance
Highlighting the diversity of roles available across local government
Promoting career progression and professional development opportunities

Market Creations Agency developed the campaign brand, visual identity, messaging framework, marketing strategy, creative direction, and reporting framework. Working alongside SoCo Studios, we coordinated photography and videography across Western Australia to capture authentic stories from local government employees representing a diverse range of professions and locations.

Following the success of Phase 1, the campaign expanded in Phase 2 to target both young people exploring career pathways and experienced professionals considering a career transition into local government. The strategy broadened beyond social media to include a more integrated marketing mix designed to increase reach, visibility, and engagement throughout the state.

Campaign Delivery

Phase 1 established the LG Careers brand and introduced local government careers through a digital-first campaign delivered across TikTok, LinkedIn, Instagram Reels, YouTube Shorts, Facebook, and the LG Careers website.

Building on this momentum, Phase 2 expanded the campaign through a comprehensive mix of digital, traditional, audio, and out-of-home channels. Market Creations Agency managed campaign strategy, stakeholder engagement, content creation, advertising coordination, reporting, and talent management, while SoCo Studios delivered photography and videography across regional and metropolitan Western Australia.

The campaign included:

Paid advertising across Meta, LinkedIn, YouTube, Spotify, podcasts, and digital audio platforms
Regional radio advertising
Out-of-home advertising including digital billboards, street furniture, and regional shopping centre screens
Organic social media content and community management
Development of 60 sponsor videos, 26 written career stories, educational resources, and campaign articles
Attendance at career expos and industry events
Website management and promotion of local government vacancies
The "Find Your Fit" interactive career quiz to help users explore local government career pathways

The LG Careers website served as the campaign's central hub, directing audiences from multiple channels to explore careers, learn about local government professions, access job opportunities, and engage with authentic employee stories.

Campaign Results

Across two campaign phases, LG Careers successfully established a recognised statewide employment brand and significantly increased awareness of local government career opportunities across Western Australia.

Phase 1 (September – December 2024)

11 major sponsors and 31 supporting local governments participated
More than 1 million Meta impressions
More than 500,000 unique users reached
Multiple direct employment enquiries generated through campaign channels

Phase 2 (December 2025 – April 2026)

Phase 2 significantly expanded the campaign's reach through a coordinated multi-channel marketing strategy and strong sector-wide participation.

Key achievements included:

3.1 million campaign impressions
1.3 million accounts reached
33,000 engagements across campaign channels
6,019 landing page visits
3,884 new followers across campaign platforms
60 sponsor videos and 26 written career stories produced
910 completed Find Your Fit quiz responses and lead captures
100% quiz completion rate
56.5% of respondents identified work-life balance as a key career motivator

Paid and organic content generated strong engagement, with one organic video reaching more than 238,000 people without paid promotion.

The Outcome

The LG Careers Campaign demonstrates how a coordinated, sector-wide approach can address workforce shortages while building long-term awareness and consideration of careers in local government.

Through two successful campaign phases, Market Creations Agency partnered with Local Government Professionals WA to develop a recognised statewide careers brand supported by authentic storytelling, strategic media investment, and collaboration across the sector.

The campaign generated more than 3 million impressions during Phase 2 alone, drove over 6,000 visits to the LG Careers website, produced a substantial library of career-focused content, and engaged audiences through digital, audio, social, and out-of-home channels.

Importantly, campaign findings reinforced that career decisions are influenced by repeated exposure over time. The combination of real employee stories, multi-channel visibility, and a central digital hub successfully positioned local government as a career sector offering meaningful impact, career progression, flexibility, and diverse opportunities across Western Australia.