Are you thinking about applying for Future Leaders, but want to find out more about the programme? These frequently asked questions might help.
Who is Future Leaders suitable for?
Future Leaders is for anyone who has the right attitude and who aspires to be part of the next generation of heads and directors of communication.
LGcomms is committed to creating an inclusive future for public sector communication, representing, valuing and celebrating diverse backgrounds and experiences.
We particularly welcome applications from anyone who believes they are from an under-represented group.
How much experience do you need before you can apply?
A certain level of experience in a communication role is necessary, but that doesn’t mean you need to be at a certain job role or have a set number of years of experience under your belt. You don’t need to already be a manager to apply.
Previous cohorts have been made up of people from a range of ages and backgrounds, with experience levels ranging from communication officers who had been in a job for a couple of years, to established managers.
What matters most is that you can demonstrate drive and ambition, and that you have a clear sense of the kind of leader you want to be, even if you’re not yet in a formal leadership role.
How much does the programme cost?
The programme is completely free to LGcomms members. The programme itself is worth around £10,000 in equivalent training costs.
Your organisation will need to cover travel and, for some sessions, accommodation. The London and Leeds in-person sessions typically involve an overnight hotel stay plus travel. The branding masterclass and strategy sessions are usually one-day events, so travel only, no overnight required. LGcomms Academy is a two-day event with a heavily discounted delegate place for Future Leaders (recently around £125–150, compared to the standard early-bird rate of around £350), plus your own travel and overnight stay. Exact costs vary year to year depending on where sessions are held and where you’re travelling from.
To apply, does my organisation need to be an LGcomms member?
Yes, the programme is only open to applications from staff working for member organisations. Membership is organisational rather than personal, so it’s your employer, not you individually, that needs to be a member.
You don’t need this sorted before you submit your application, but it will need to be in place before we can offer you a place on the cohort. If you’re not sure whether your organisation is a member, check with your line manager or get in touch with us.
Annual membership only costs organisations £300 and qualifies you for additional free training throughout the year and discounted attendance at Public Service Communication Academy.
How long does the programme last?
The programme runs for 12 months, broadly following the calendar year from around January to December. You can expect at least one programme activity most months.
How big is the time commitment?
The programme takes up around ten days of your time over the course of a year. As a rough guide: the in-person sessions are one or two full days; virtual sessions tend to be a couple of hours to half a day; mentoring sessions are recommended monthly and typically last around an hour; and it’s worth factoring in some time afterwards to reflect on and apply the learning from each session.
How much additional work you put in, for example as part of the mentoring scheme or wider networking, is up to you.
What does the mentoring involve?
You will be matched with a mentor who will be an established, senior communication leader. How often you meet is up to you, but both mentor and mentee will be asked to sign a mentoring agreement which outlines the minimum expectations on both people for a successful mentoring relationship.
Where do the in-person sessions take place, and is there a fixed structure?
There’s a broad, recurring pattern, but it does flex a little from cohort to cohort depending on availability and where people are travelling from. Typically: a visit to London (Local Government Association, the Ministry for Housing, Communities and Local Government, and sometimes Parliament) in February; the leadership masterclass in Leeds around March; a branding masterclass in Manchester around May or June; and LGcomms Academy, with the date and location confirmed later in the year. Occasionally an additional regional session is added depending on the cohort’s location.
How far in advance will I know the dates of in-person sessions?
As early as possible, though the first couple of sessions are the hardest to fix because they depend on the diaries of senior colleagues at the LGA, MHCLG and Parliament. In recent years, cohorts have been given roughly the first six months of dates at the start of the programme in January, with provisional and indicative dates for the remaining six months following over the summer.
What if I can’t make certain sessions?
Some sessions are compulsory, including the visit to the Local Government Association, the Ministry for Housing, Communities and Local Government and Parliament, the leadership sessions, the visit to LGcomms Academy, and the branding masterclass – you need to attend these to be considered as having completed the programme.
We strongly encourage you to attend all of the other sessions, but accept that this may not always be possible in extreme circumstances.
If you’re unable to attend one of the compulsory foundation sessions, we’ll usually ask you to roll forward and complete it with a future cohort, both so you get the full grounding the programme builds on, and so you have the chance to properly bond with the peers you’ll be learning alongside.
Is there any homework to do?
The academic part of the programme does require you to submit a short, written essay following the two-day leadership module. It’s a personal reflection on your own leadership learning and journey rather than a test, there are no wrong answers and nobody has ever failed it.
We also ask participants to write at least one blog for the LGcomms website, reflecting on their learning during the programme.
Are the sessions in person or online?
The learning is a mixture of online and in-person sessions, with in-person sessions front-loaded towards the start of the programme. Participants gain much from meeting their peers in person as well as in person sessions with industry leaders, and this early relationship-building sets the tone for the rest of the year.
Who covers travel and accommodation expenses?
These should be covered by your employer.
Who do I need approval from to be able to apply?
Given the implications on your time and expenses, you must have approval from your line manager and/or head of communication before applying to this programme. We will contact the managers of all applicants to ensure this has taken place.
Do I need to prepare for the programme if I am accepted on?
Though there isn’t any compulsory preparation you need to do, it’s important to think carefully about what you want to gain from the programme to ensure you get the most out of it.
What are you looking for in the application process?
Attitude and drive are the most important things, as well as how you think the programme will help you to develop and raise communication standards in your organisation.
We’re also looking for what you personally can bring to your cohort. We build each cohort as a group, not just a set of individuals, so think beyond professional skills like media or marketing experience to what’s unique about your own perspective and experience.
You might also be interested in this blog on what you can learn from the successful Future Leaders applications.
What format should my application take?
Applications are free form; you can apply in writing, on video, as audio, animated, or in another format of your choosing, whatever works best for you. There is some guidance on length or duration so that we can compare applications fairly at shortlisting stage.
When does the application window close, and is there a specific closing time?
Applications typically close towards the end of September, though the exact date can move slightly year to year, so please check the LGcomms website for the confirmed deadline. The deadline is generally right up to the wire – around midnight on the closing day.
How many extra hours per month should I expect this to add to my workload?
It varies month to month depending on what’s scheduled. In-person sessions are a full one or two days; virtual sessions are typically a couple of hours up to half a day; mentoring is recommended at around an hour a month. On top of that, it’s worth allowing some personal time to reflect on and apply what you’ve learned after each session.
How does shortlisting and interview work?
Each application is reviewed by three members of the LGcomms executive, and needs a majority of two out of three to be shortlisted. If you tell us you feel you’ve faced barriers to progression, or that you’re from a group under-represented at head or director of communications level, your application is fast-tracked straight to interview.
Shortlisted and fast-tracked candidates then have an informal interview, typically a short, easy conversation with three or four questions from two members of the exec.
Everyone involved in reviewing or interviewing then comes together for a final moderation session to decide the cohort. Decisions are based on the conversations and impressions from the process rather than a strict score, including how well the group is likely to gel. The final moderation session takes place at the end of November, with all applicants told whether they have a place before Christmas, ahead of the programme starting the following January. Cohort size varies year to year, roughly between 7 and 19 people, depending on the right fit rather than a fixed number.
What if I’m not successful?
Try not to take it to heart. It’s not unusual for it to take a couple of attempts to join at the right time, and you’re very welcome to apply again in a future year. We do offer feedback if you’d like it, so do ask for it, listen to it, and use it to strengthen a future application.
Does the programme only lead towards becoming a head of communications?
No. While many participants do progress towards head, director or equivalent leadership roles, past cohorts have gone on to a wide range of career paths, both inside and outside the public sector. Progressing to head of comms isn’t a prerequisite, but an aspiration to grow as a leader in your own field is something we do look for.
What are the benefits of joining the programme?
The programme is designed to prepare you to take the next step of your communication career and to help raise the standard of communication leadership in your organisation and throughout the public sector.
Different people gain different things from the programme, whether it’s the access to industry experts, the mentoring, the academic study, or the relationships they build with their peers on the programme. Alumni consistently point to the peer network and lasting friendships built across cohorts as one of the biggest long-term benefits, describing it as a support network they continue to draw on well beyond the programme itself.
What is your position on the diversity of applicants?
At LGcomms, we are dedicated to fostering an inclusive environment within public sector communications. If you encounter any barriers related to protected characteristics or socio-economic factors that may impact your career development and progression, please highlight this in your application.
I have additional needs. Will these be factored into the selection process?
Absolutely. If you have any additional needs, please inform us so we can implement reasonable adjustments as part of the selection process.
Can I use Artificial Intelligence to help me with my application?
We recognise that AI can be a valuable tool for some applicants in developing their applications. However, it is essential to use AI responsibly and with sound judgement.