The vast majority of Gen Z work candidates say they have little to no understanding of the jobs available in local government, raising concerns about the future of the sector’s workforce.
Just 5% of the UK’s local authority workforce is under 25, half the national average. With recent reports implying a national decline in graduate opportunities, local government could play a crucial role by offering meaningful, early career opportunities.
According to new research from Commercial Services Group, more than 80% of Gen Z respondents aged 18-25 said they are unaware of the opportunities available within local government, highlighting a growing disconnect, which could begin to erode public trust.
Senior council leaders at a roundtable hosted by the group earlier this year warned that local government “must modernise” to address a growing talent bottleneck. A transformation in recruitment practices, ways of working, and awareness campaigns to highlight career and training opportunities across the sector could be the answer.
Helen Lock, Managing Director of Recruitment Managed Services, Commercial Services Group said: “We know the jobs market is becoming tougher for young people, with graduate opportunities declining nationally. The number of graduate roles advertised is down 33% compared to 2024, and at the lowest level in seven years1.
“Councils are perfectly placed to step in and offer early career routes that combine progression with community impact, something that matters enormously to young talent today. By simplifying the application process, and promoting flexibility, councils can build a pipeline of young talent to help protect our most precious public services of the future.”
Only one in five survey respondents said they know someone who works in local government, severely limiting personal awareness and word-of-mouth. The research also found complicated or lengthy application forms (31.6%) and too many interview stages (34.4%) are significant deterrents for Gen Zs, but over a third (37.1%) said paid internships would increase their interest.
Helen added: Councils have all the ingredients to attract and engage the next generation, they just need to modernise how they connect with young people by meeting them where they are, in digital spaces. Our survey found that Gen Z expects to see recruitment content on Instagram (51%) almost as often as LinkedIn (56%). Through our joint ventures, we’re fostering a digital-first approach to social media engagement, helping make councils more approachable and accessible to young talent.”
Commercial Services Group is a public sector-owned organisation that reinvests every penny back into the communities it serves. Supporting over 22,000 organisations and thousands of schools across the UK, its services span procurement, HR, energy management, recruitment, special educational needs and disability (SEND) support, legal services, school supplies, and school improvement.
To find out more, visit www.commercialservices.org.uk
