Two additional things from someone who has considered getting a license a few times, but never quite made the jump because it wasn't clear what for in the end:

- a bunch of interesting radio things are available without a license today - e.g. hunting for various signals with a cheap SDR receiver. Which could potentially be a way for ham communities to then get people deeper into it, but the communities seem quite distinct, or even hostile to each other (the latter is even worse between ham and non-licensed radio communities)

- online communities. For better or worse, thats what people look for today for niche interests, and dedicated ham communities often are ... not the best advertisement. (EDIT: but people are sharing plenty of links in this thread, so I'll have stuff to dig through)

A hackspace is probably a good environment to get people into it (my local ones don't seem to have active hams, but in theory).

EDIT: just noticed the username. Greetings to the Scottish Embassy!