Holly Whitbread: Attracting and retaining Conservative talent in local government

Cllr Holly Whitbread is an Epping Forest District councillor and the Cabinet Member for Finance and Economic Development. She is also an Essex County Councillor and the Chairman of the Epping Forest Conservatives.

Across the voluntary sector, organisations are finding it increasingly difficult to recruit and retain dedicated individuals, and the Conservative Party is no exception. Attracting talented, committed people to engage in local political activism and stand as council candidates is becoming ever more challenging. The pool of candidates is shrinking, and fewer people appear motivated to represent their community and party in the council chamber.

While it is easy to point to the current political climate or the party’s polling figures, this trend has been worsening for years, even during times when the party was performing well. Many prospective candidates cite time pressures and concerns about public scrutiny, particularly in an age where social media can turn community pages into battlegrounds rather than spaces for constructive debate.

With the Labour Government currently pursuing the most significant local government reforms in half a century, now is our opportunity, as Conservatives, to shape the future of local government and ensure it delivers for the communities we serve. While professionalism and commitment in local government are essential, we must avoid creating an exclusive club that sidelines working-age individuals.

Too often, councils are dominated by retirees. While their experience and dedication are invaluable, and they are a vital part of the team, we must also ensure that younger and working-age individuals are around the table. Their perspectives, energy, and skills are crucial to moving local government forward and laying the foundations for long-term Conservative leadership in local authorities.

Showcasing what Conservatives in Local Government can achieve

As a party, we must do more to highlight the tangible impact that Conservative councillors have on their communities. Councillors play a vital role in shaping the future of their local areas, from securing funding for key projects to implementing policies that directly benefit residents. Whether it is improving road safety, driving economic growth, or enhancing public services, these achievements should be actively shared to inspire more people to get involved.

Local government also offers a powerful platform to demonstrate what Conservatives in power can achieve. In Epping Forest District, for example, we are proud of our record on innovation, delivering value for money, and maintaining the lowest Council Tax in Essex. This kind of forward-thinking leadership shows how Conservative-run councils can provide efficient, effective services that genuinely improve people’s lives.

In fact, when in administration, local councillors often have more direct influence than our Conservative Members of Parliament, who, following the last election, now find themselves in a significantly diminished position on the opposition benches. The role of a councillor deserves far greater recognition and should not be dismissed as simply voluntary work.

Shaping the next generation of Conservative councillors

A broader cultural shift is needed within the Conservative Party. If we want more people in their 20s, 30s, 40s, and indeed their 50s to represent us in local government, we must recognise the pressures and realities of modern life. We must also drive forward localised policies, grounded in Conservative values, which appeal to all generations, improve lives, deliver effective services, and offer value for money by keeping taxes low.

Being a councillor should not be seen as a role reserved only for those with abundant spare time. It is an opportunity for people from all backgrounds to shape their communities and influence how they are governed. The Party must lead by example, actively recruiting candidates from diverse backgrounds and ensuring our councillors reflect the communities they serve, from working parents to young professionals. Support structures such as mentoring schemes, training programmes, and clear pathways for progression are essential to help new councillors grow, stay engaged, and feel valued.

We must implement practical reforms to remove barriers to participation. For instance, scheduling full council meetings in the evening would make it more accessible for working professionals to contribute. Additionally, we should explore options to provide job security for councillors during their term of office, such as maternity leave, particularly for those in full-time roles like members of a unitary council cabinet. These reforms would make local government a more viable choice for a wider range of people.

If we fail to address these challenges, we risk alienating the very individuals who could help revitalise local government and shape its future. We must ensure our Conservative representation on councils is dynamic, inclusive, and truly representative of the communities we serve. To shape a better future through effective Conservative government, we need teams of all ages and backgrounds, not just those with the money and time to fulfil the roles.

Now is the time for decisive action. By embracing reform within our ranks, championing inclusion, and showcasing the tangible, real-world impact of Conservative councillors, we can build a stronger, more sustainable foundation for local government leadership in the years ahead. We must not only retain the valuable skills and experience within our current ranks but also actively nurture and empower the next generation of Conservative councillors as we enter a new era of local government.