A campaign to recruit prison officers has won the coveted Work of the Year prize at the 2016 RAD Awards.

Communications agency Havas People and the National Offender Management Service (NOMS) were crowned overall winners of the night, having already won for the best integrated campaign and for the best use of social media.

Toby Windsor, chair of this year’s RADs judging panel and managing partner of agency SMRS, said of the winning work: “This is how you should run an integrated campaign –  detailed planning, depth of channel selection, an investment in the social space and engagement with potential candidates throughout. The client’s bravery in supporting the strategy was fundamental to the success”.

Comedian Rob Brydon entertained more than 1,000 guests at the Grosvenor House Hotel, on London’s Park Lane, on Thursday night. A total of 16 categories recognised the best work in recruitment advertising and communications: from candidate engagement and employer branding; to outdoor events and apprenticeship campaigns.

Anna Eccleston, director of RBI Recruitment, which organises the RAD Awards, said: “Everybody involved with the RADs has been impressed, yet again, by the creativity and effectiveness of the work we’ve seen during the past 12 months – and the shortlists and winners certainly reflect that”.

The winning employers, communication agencies and recruitment campaigns are listed below. To see more details of the winning work and shortlists, visit the RAD Awards.

The RAD Awards, which this year had TalentBrew and Totaljobs as headline sponsors, started in 1989 as the British Recruitment Advertising Awards and was originally organised by Personnel Today and The Independent.

The 2016 RAD Awards winners

Work of the Year

National Offender Management Service – Havas People – Is it in you to be a prison officer?

Candidate Engagement

Aldi – Penna – Careers like no other

Candidate Interaction (including Gamification, Competitions)

Thales – AIA Worldwide – Project Arduino

Diversity and Inclusion Initiative

Barclays – Stafford Long – Barclays Apprenticeships

Employee Engagement

Aviva – CA3 – JoinAviva.com

Employer Brand

Costa Coffee – Pink Squid – Bring Your Unique Blend

Employer Website

King – Pink Squid – Seriously Playful

Graduate Campaign

AXA – ThirtyThree – The Great Global Adventure by AXA

Graduate Website

Lloyds Banking Group – TMP Worldwide – Graduate Website – Discover What Matters

Innovation

Game – Basis Media – Game Careers

Integrated Campaign

National Offender Management Service – Havas People – Is it in you to be a prison officer?

Literature

Jaguar Land Rover – Pink Squid – Powered By What’s Inside – Employee Handbook

Outdoor, Events and Experiential

The Army – JWT/Capita – Army Vision films

Print Advertisement

Yodel – SMRS – Chris Evans

School Leaver or Apprenticeship Campaign

EY – MSLGROUP – Your Career in Business. Your Way.

Use of Social

National Offender Management Service – Havas People – Is it in you to be a prisoner officer?

Video

Ferrero – Casual Films – A Joy To Discover