Wholetime Firefighter recruitment campaign with accompanying website

Essex County Fire and Rescue Service needed a recruitment campaign to support an initiative to engage a diverse range of applicants. Capsule developed an engaging campaign, reaching new demographics.


ECFRS website on ipadECFRS website on mobile

What we did

We designed a creatively-driven digital marketing campaign, delivering on ECRFS’s need for a ‘message of change’. The campaign was built around dispelling myths surrounding the profession, intended to engage internal and external audiences.

To fully benefit from this multifaceted approach, we developed digital and offline assets with longevity in mind. The recruitment website features these same messages, with the goal of funnelling visitors toward application pages.


The website was launched two weeks prior to the application date. In this time, more than 6,300 users visited the site to register their interest. When applications were opened, the 1,200 cap was reached in two hours.

Furthermore, the diversification of the Fire Service, which was a key objective, was achieved. In the successful applicant group, 10% are female, a 6% increase on service-wide firefighter teams.

“Capsule was instrumental in helping us deliver a timely and innovative recruitment campaign. We were particularly impressed when we had to unexpectedly change the design of the campaign – Capsule’s flexible approach meant they understood our needs; quickly suggesting an alternative solution that met our requirements. Capsule’s personalised service meant the team were always on hand to support us – we were very pleased with the outcome of the campaign, which could not have been achieved without them.”

Verne Lewis – Marketing Communications Manager – Essex County Fire and Rescue Service

ECFRS website on iMac

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