PROMOTING Cheltenham as a great place to live and work has helped GCHQ achieve a 200 per cent increase in applications.

The eavesdropping arm of the Government's intelligence services has revealed its innovative recruitment tactics in an article on the public sector website, www.publicservice. co.uk.

It says that a major review of its processes was carried out last year to attract more specialists in response to the growing threat of terrorism and cyber-crime.

The review concluded that GCHQ needed to reach out to a more diverse pool of candidates, not just the traditional graduate market, using new technology and digital channels.

After an engagement day with staff and HR personnel, bosses at the Benhall listening post carried out a major overhaul of its website, including the introduction of a 'lifestyle' section promoting Cheltenham and Gloucestershire.

The article says: "As one of the UK's intelligence agencies engaged in sensitive work, one of our main challenges is how to 'sell' a career when you're not able to fully explain what it involves.

"Location has always been an issue for GCHQ's recruitment activities, but research had shown us that while many of our employees are initially put off by the idea of working in Cheltenham, they invariably change their mind on arriving. In fact, during the 'Engagement Day', many suggested we do more to promote the area and the working culture – feedback that was instrumental in the development of this new interactive addition to the website."

More innovative moves included placing recruitment advertising in various Xbox 360 online games and becoming the first direct employer to use digital displays on escalator panels at Paddington Station, deliberately targeted as the main London-Cheltenham line.

In another first for recruitment, it also utilised in-text advertising by sponsoring keywords within the editorial body of specific sites.

The campaign has proved a huge success, with a 200 per cent increase in applications, although GCHQ says there are still recruitment challenges ahead.

A spokesperson said: "Coupled with on and offline advertising in generic and niche media and websites, the results have been exceptional.

"While overall the campaign has been effective, there are still some highly specialist skills sets we have been less successful at attracting, and this will be our focus over the coming year.

"Finally, of course, we need to continue making these improvements against a backdrop of financial cuts, internal transformation packages and general economic uncertainty."