Itís ëgame oní as GCHQ launches pioneering recruitment initiative

In an effort to reach an internet-savvy audience, Government Communications Headquarters (GCHQ) has partnered with TMP Worldwide to launch a pioneering recruitment campaign to run on Microsoftís Xbox LIVE service, targeting the online gaming community.

The six-week initiative features graphic video clips and static advertisements designed to help potential candidates ëget under the skiní of GCHQís work, which can range from tackling hackers to fighting organised crime. The project is the first time Xbox LIVE has hosted a recruitment advertisement in this format, and is also the first time any of the intelligence agencies have used moving images within online games.

Created by TMP, the campaign aims to broaden the reach of GCHQís recruitment message, and help fill around 250 predominantly IT and technical roles at graduate and professional level, many of which require specialist skills likely to resonate within the online community.

Caroline Waterfield, Press Officer at GCHQ says, ìAs well as tackling ëtraditional threatsí, GCHQís work is also about helping government departments, such as Ministry of Defence (MoD), to protect their information and communication systems. This means we can offer excellent training and careers for people with specialist technical skills. However, the fact remains that many potential candidates remain unaware of GCHQ and what we do. Using video on Xbox LIVE helps carry our message to the right people in a creative and innovative manner.î

TMP has been a recruitment partner to GCHQ for 10 years. In 2007 GCHQ became the first UK recruiter to place banner adverts within games on the Xbox platform which had been created by TMP. As a result, there was a 500% increase in hits to the GCHQ recruitment website and the campaign raised global interest in GCHQís work. This time, the campaign will go one step further by introducing video and looking beyond specific games to focus on the popular Xbox LIVE online gaming service.

TMPís static and video animations lead through to a full screen movie within the Xbox LIVE channel. The ads then click through to a ëbranded destination experienceí where gamers can download gamer pictures, themes and video content as well as more information on the work of GCHQ and what they could experience as an employee of the organisation.


Clare Horbury at TMP says: ìGCHQ is keen to recruit a diverse range of people – many of whom will not have considered this type of work, or even be aware they might be in demand by the intelligence services. Many gamers have the right skills and we know theyíre particularly receptive to advertising within their space. With this in mind we hope we can encourage even more people to investigate the many career opportunities at GCHQ.î

Paddy Lynch, Microsoft Advertising added, ìXbox LIVE can be a far more powerful advertising channel for this demographic than any traditional media. Weíre delighted that GCHQ has chosen us to facilitate such an important campaign.î