Heart, Heritage, and Hired: Why the DWP Took Recruitment to the Community

Created by VERCIDA for the Department for Work and Pensions (DWP)

In the corporate world, diversity recruitment often suffers from "calendar syndrome"; a flurry of activity during specific heritage months, followed by a quiet return to the status quo. But for Omobola at the Department for Work and Pensions (DWP), true inclusivity isn't a date on a diary; it is a continuous engine of engagement, rhythm, and resilience.

Since 2021, Omobola has spearheaded a recruitment initiative that, while anchored in Black History Month, has evolved into a year-round lesson on how government departments can interface with the private sector. By treating recruitment as a cultural celebration rather than a transaction, she has created a model that sustains momentum long after the event banners come down.

In a candid conversation with Stephen Anderson from VERCIDA, Omobola, known affectionately by colleagues as the "Queen of Events" shared how a single challenge from a director evolved into a permanent shift in how the DWP connects people to power and pride.

The Catalyst: From a Question to a Movement

Great initiatives often start with a simple question. For Omobola, that moment came in 2021. "Our director came out of his office and put it to the floor," she recalls. "He asked: 'What are we doing as a department to celebrate Black History Month?'"

With the immediate context being Black History Month, the resulting strategy was timeless. Omobola realised that a standard job fair wouldn't suffice. She needed to bridge the gap between the pragmatic machinery of the DWP and the cultural heartbeat of the community it serves.

The solution lay in the department’s core values: We care, we adapt, we deliver, we work together, and we value everybody. "The thought of incorporating a cultural event with our DWP values was, for me, really a no-brainer," she says.

Breaking the "Stuffy" Mould: The Box Park Strategy

One of the most transferable lessons from Omobola’s work is the importance of "place." Traditional venues can be intimidating for jobseekers.

To counter this, the DWP moved the conversation to where the culture lives. "We always try and figure out what venue would be exciting, dynamic, interesting” Omobola explains.

The most recent choice of venue being Box Park Croydon, synonymous with social events and community energy. Previous iterations included the Hard Rock Hotel, chosen for its affiliation with the roots of Rock, R&B, Soul, and Reggae.

By moving recruitment into spaces associated with music and creativity, the DWP creates a "safe space" that empowers candidates. "The overarching burden is we want our customers into the world of work," she says, "but let's do the intervention in an environment they can relate to."

The Legacy: Ensuring Impact Beyond the Event

A critical question for any recruitment drive is sustainability. How do you ensure the excitement generated at an event translates into sustainable careers months later?

For Omobola, the event is merely the summit of a much larger mountain. "The legacy after the event is to stay connected to those employers," she notes. The planning cycle is practically continuous. "We work on this recruitment event for nearly a whole year."

The journey begins months in advance, fostering partnerships with employers by aligning the initiative with their broader Corporate Social Responsibility (CSR) goals. It continues through the event and, crucially, into a rigorous follow-up phase.

"The event doesn't conclude there," Omobola emphasises. The team actively tracks the "legacy" data: How successful was it? How many candidates did you speak to? Did you sign anyone up?

The success of this relationship-building is evident. Employers now reach out to the DWP as early as July, months before the event in October; to ensure they can be part of the movement. "It's put us on the map," she says. "We've got loads of employers reaching out to say, 'We'd really like to be involved before you get too full.'"

Authenticity in Hiring

The initiative attracts a heavy-hitting roster of employers, including Google, BBC, Starbucks, HS2, the NHS, and luxury hospitality brands. But how does the DWP ensure these companies are there for the right reasons, rather than just PR optics?

Omobola addresses this with a brilliant metaphor applicable to any industry.

"It's like when you go to a major high street retailer," she laughs. "You're bound to get the very basics of food items, but you're also bound to get what you're really looking for, the real McCoy."

She acknowledges that while companies naturally want to be seen doing good, the engagement is overwhelmingly genuine. "We pour out our heart and nearly everybody that is there is there for a good cause." By framing the invitation around shared values and soft hearts, the DWP filters for employers who are truly ready to hire and mentor.

Celebrating Resilience: A Model for Empowerment

The DWP model flips the script on the traditional "power dynamic" of interviews. Instead of candidates feeling small, the event is designed to make them feel powerful. This is achieved through an awards ceremony that celebrates resilience and "overcoming adversity" before a contract is even signed.

"We want to celebrate people who have overcome; particularly at this time," Omobola notes. "If there could be a time where we're focusing on your community, your family and your resilience, why not?"

This approach, celebrating the present struggle and success of candidates, not just historical figures; instils a sense of worth that jobseekers carry with them into future employment interactions throughout the year.

"It's almost as if on one hand the job fair is essential, but actually I need to be stirred up, I need to be motivated, I need to be empowered to have that confidence." - Omobola

A Living Testimony: Internal Culture

The final piece of the puzzle is internal retention. An inclusive initiative cannot succeed externally if it fails internally. When asked how the DWP supports its own staff, Omobola offers a powerful endorsement.

"I'm a living testimony," she says. "I could have easily walked away from the DWP with all the contacts I have made over the years. But, wow, I am truly valued within my department."

By empowering their own staff to lead, trust, and innovate, the DWP ensures that the energy displayed at all of these events has been authentic.

Shaping What Comes Next

While Omobola remains humble about whether this approach could inspire similar initiatives, it’s clear that her passion has shaped the programme into what it is today. What began as a director’s question has grown into a production that attracts interest each year.