Case Study: National Crime Agency boosts employer brand and drives 15,703 applications with PeopleScout

National Crime Agency (NCA) - Customer Case Study

The National Crime Agency (NCA), the UK's lead agency against serious and organized crime, faced a significant recruitment challenge. They needed to attract 1,500 investigators but struggled with low brand awareness while competing against more well-known intelligence and police organizations. To address this, the NCA partnered with the vendor PeopleScout to develop a high-impact employer branding and recruitment campaign that would elevate their profile.

PeopleScout's solution was an attention-grabbing outdoor and online media campaign built around the core message "No predator too big," using a dramatic visual of a giant shark fin to symbolize the high-level criminals the NCA targets. The campaign successfully drove massive awareness and applications, resulting in 15,703 applications for 143 roles and leading to 225 job offers, greatly exceeding the NCA's recruitment expectations.

National Crime Agency (NCA)