Who is the brand’s target audience? ISBN: 0102943567 [Buy a hard copy of this report from TSO], Concerns about public spending and conduct, Full Report Volume II: Detailed survey reports and case studies (, Report of the Comptroller and Auditor General on the 2011-12 Accounts of the Ministry of Defence, Modern slavery Act transparency statement. Army aims to win new recruits with promise of 'lifetime confidence' A recruitment drive aims to show how a career in the army can build lifelong self-confidence in contrast to short-term boosts. What challenges did you face along the way with the campaign and how did you overcome them? On the basis of the limited evidence available, the National Audit Office concludes that retention measures appear to represent better value for money than recruitment, although both recruitment and retention are clearly important in maintaining the right profile of experience in the Armed Forces. The messages around skills and career wouldn’t be enough to achieve this because those are the things that other recruitment brands and other armed forces are offering; we wanted to shift away from that. Army jobs has over 100+ roles to explore, from combat to engineer, medical or IT. You can apply to join the Army, but then actually getting in takes a number of months. then I’m not too worried, Things like drugs, drink and fashion are fun, but they don’t last for very long, It’s really easy with campaigns to get caught in ideas that feel comfortable, but that have been done before and don’t really stand out, moving away from traditional forms of advertising. Can you please give me an overview of the army’s previous recruitment campaigns and how these have evolved over the past few years? Last year only 6,320 people were enlisted into the ranks of the British army, the lowest level since modern records began in 1999/2000. Then we thought we needed to do some that were talking about the Army itself and what those moments might be – a moment in the Army when you repeat things and it suddenly becomes the norm to lead to your growing confidence. How does this build on the Army’s long-term recruitment strategy? Supply Chain Management: Strategy, Planning & Operation, 3 rd Edition, New Jersey: Pearson Education Inc. CIPD. However, this idea came from the notion that the confidence that you get from a quick hit is like snake oil: it’s selling you something that will disappear and make you fall. -Mark Twain. ... but it may be the biggest problem for recruitment into the British Army . Subscribe to the Contagious weekly newsletter and stay up to date with creative news, marketing trends and cutting-edge research. What were the key business objectives? One week after the launch of the 2020 campaign, the record was broken for the highest number of applications to join the Army in a single day. Can you tell me a bit about the media plan that you had in place? When we started working on the Army a few years ago, we realised that it wouldn’t be enough to just speak about action if we wanted to reach the targets that they had. But, given current levels of operational deployment, workloads on Service men and women in some areas are heavy." In 2001, our predecessors fo cussed solely on recruitment and retention in its Report The Strategic Defence Review: Policy for People6 which considered issues relating to both recruitment and retention with particular re ference to the relationship between the Armed It’s quite a complicated customer journey, which isn’t the TV and mass media stuff, we do a hell of a lot of things in all sorts of different media. If we’re offending Nigel Farage (anti-European Union British politician), the Daily Mail or Piers Morgan (a frequently disgruntled media personality) etc. They want to reach 18- to 24-year-olds for regular soldiers and then up to 35-year-olds for reserves. It was intended to represent the question that people in the Army might ask themselves about how much easier it would be to go back to their old ways, but actually the Army is something that is worthwhile and will last a lifetime. Contagious caught up with Rhonwen Lally, a senior planner at Karmarama, and Adam Kean, the executive creative director behind the campaign, to find out why the British Army changed its communication strategy and how it has resulted in long-term effectiveness. As well as that, we did ethnography with the target audience to understand their lives and their world. That has appealed to a specific group of people who have a drive for that adrenaline and that front-line action, that’s been the base of Army recruitment campaigns. Men queued outside recruitment offices to join the army. In 2005-06 it achieved 96 per cent of its target overall, including for over half of the pinch point trades surveyed by the National Audit Office. Generally, it’s a combination of input from ourselves, media communications and the client to find out what the challenges are this year and what the strategic approach will be to that. (2007). The Army is always recruiting, and there are a wide range of roles available for both officers and soldiers. These initiatives start to bring Army recruiting into the 21 st century. There is a shortfall of 5,170 (2.8 per cent) trained Armed Forces personnel against the Ministry of Defence’s estimated requirements. Lally: There’s a number of macro societal challenges that we have to continue to tackle. [Online], Available: It’s a huge ambition to have and it changes the way that you do the work. Rhonwen Lally: Historically and traditionally, the Army has shown adventure, adrenaline and action in their advertising. Kean: One thing that I’m proud of is the fact that we’ve managed to convince LinkedIn to put Army confidence down as a skill that people can add to their profile. Did you receive a brief for the 2020 campaign? If you're not sure whether joining as a soldier or officer is right for you, you can run a quick check with the entry options tool. However, this does work as a fully integrated campaign through the year. It’s no longer just about those front-line action seekers and the people who might have always seen the Army as something that they’d like to do. Ordinary recruiting methods failed to supply the number of men required to fill the Army ranks. "The Ministry of Defence is working hard to tackle the issues in recruitment and retention to ensure there are sufficient levels of personnel in the Armed Forces. We have it in our families and we have it in our friendships, but it’s something that starts to break when you’re 18 years old and you start to move from one bit of your life to another – it’s a very dangerous time. CareersinAudit.com and the CareersinAudit Group have been pioneers within the niche job board industry for over fourteen years and have arguably strode ahead of competitors in the process.. Over these fourteen years, the CareersinAudit Group has expanded beyond audit to operate five interconnected job boards covering audit, risk, compliance, analytics and cybersecurity. Recruitment, Retention and Turnover, London: Chartered Institute of Personnel and Development. Sector(s): National security, Welfare, Pensions and Employment, "The Ministry of Defence is working hard to tackle the issues in recruitment and retention to ensure there are sufficient levels of personnel in the Armed Forces. January is a classic time when people start to think about a new job, but there are other similar times of the year, like during exam season for students. Corfield, G. (2017). Was that a concern for the latest campaign? The British Army had a problem: with recruitment figures at an all time low, it had to appeal to a broader range of young adults who hadn’t considered the armed forces as a career option before. Designed to highlight the many roles that Reservists can play in uniform and opportunities for both professional and personal development, the … Lally: They give us a brief in the sense that they have very specific targets for applications so there is a really clear objective at the heart of it all. Share with your network: Subscribe to the Contagious newsletter to receive a weekly dispatch of campaigns, opinions and research, curated for strategists, creatives and marketers. ", Sir John Bourn, head of the National Audit Office. This article looks at stakeholder engagement and argues that the Army’s core strategy is the foundation of effective communication. These pinch points include doctors, nurses, engineers and bomb disposal experts. "The Ministry of Defence is working hard to tackle the issues in recruitment and retention to ensure there are sufficient levels of personnel in the Armed Forces. Lally: None that are different to our other clients, it’s just the universal industry standard. H owever, the data show that Britain’s armed forces may actually be suffering a retention, rather than recruitment crisis. For example, things like the idea of belonging and camaraderie which is something that we hit on early on as being an absolute core thing that the Army can offer that no other job can. For example, a picture of a beer is accompanied by the caption ‘Confidence can last for the night or it can last a lifetime’. Start a free trial now to save yourself time and money! We’ve got social, radio, digital audio, podcasts, digital display search, we’ve got partnerships with news brands like UNILAD and the Army do have presence at esports events as well as careers fairs, then there’s the PR, CRM, YouTube etc. Recruiting and retaining Armed Forces personnel 3 Summary Recruiting and retaining the right number of well-trained personnel is vital for the continuing success of the United Kingdom s Armed Forces. Lally: It’s building on the core brief and the core strategy to show a broader audience of people how the Army can change their life for the better by revealing surprising emotional benefits in the Army that they can’t find elsewhere. We found that the Department’s guidelines on separated service were being exceeded by a significant number of personnel in the Army, where 14.5 per cent of the trained strength as at January 2006 had exceeded the guidelines at some point in the last 30 months. The figures make up the highest proportion of youth recruitment since 2010/11, and partly reflects the fact that enlistment of the young is holding up better while overall recruitment is plunging. The British Army has launched the third and final instalment of its three year ‘Belonging’ campaign, designed to raise awareness and get young people to consider joining the army for the first time, watch one of the adverts here. Every year since then, we’ve built on that core idea and the results have been stronger and stronger each year. The British Army's recruitment drive in 2017 targeted families with an average annual income of £10,000. Available for PC, iOS and Android. If you're not sure whether joining as a soldier or officer is right for you, you can run a quick check with the entry options tool. Things like drugs, drink and fashion are fun, but they don’t last for very long. Of the 2,000 or so new recruits aged under 18 last year, more than four-fifths joined the army, particularly the infantry. Kean: We don’t avoid the khaki stuff, but we put it in a much broader context. We looked at who those people might be and what’s stopping them from joining the Army. The way that we try to navigate that is by working closely with Capita and the Army to explain the rational and the creative work in a fair amount of detail to each level that we need to and make sure that people understand what we’ve done and why we’re doing it. That’s to do with what is happening at the top end of the advertising funnel, but it’s also to do with work that Capita [the Army’s recruitment company] and the Army are doing with the bottom end of the funnel in terms of how long it takes people to get from application to training. Kean: We had three ideas on the table that we were looking at. A night out can be fantastic and drugs can be great in one way, fashion in another, but nothing lasts. If so, please explain this brief – what was the challenge? This shift in mindset might seem small, but actually they talked about how it was a huge transformation in the way that they saw themselves, in the way that they saw what they could do and that it was something which then unlocked the amazing achievements that they reached in the Army. We talked about that and then about the idea that society in general has a certain anxiety about young people who are wondering if they have that self-belief. Lally: It’s building on the core brief and the core strategy to show a broader audience of people how the Army can change their life for the better by revealing surprising emotional benefits in the Army that they can’t find elsewhere. Visit the Role finder to explore they types of role on offer. Find your ideal job now. The Department has achieved 98 per cent of its recruitment targets overall since 2000-2001. The other key thing that we were trying to tackle this year is that employment rates in the country are the highest that they’ve been since the 1970s which is a really positive thing, but it also means that there’s more competition from all the other employers. The way that we prepare for that is to make sure that the wider Army, as well as a set of Army influencers who are big personalities on the scene, commenting about Army issues, were briefed on the campaign before it launched. Some men failed the medical test. The British army is calling on “snowflakes, selfie addicts, class clowns, phone zombies, and me, me, millennials” to join its ranks in a recruitment drive targeting young people. Lally: The insight came from speaking to serving soldiers when we asked them about how they had developed and changed through their time in the Army. Kean: It’s very much a recruitment and numbers based thing, but it does take a long time to join the Army. Quite simply put, there’s not enough of those front-line action seekers in the pool of young people that they are trying to recruit. Army 2020 Refine is the implementation of the Government’s Strategic Defence and Security Review (SDSR) commitments. The British Army and General Mills are already using VR headsets to show a much higher level of excitement, realism and detail to build their employer brand and to excite prospects. Initial results show recruiting has increased in these cities over past years, but has yet to be maintained over time. Did you do any more research other than speaking to soldiers to help inform the direction of the campaign? To address this, the British Army rolled out posters that identify moments where short-term confidence can be achieved and how a career in the armed forces will give you confidence forever. Kean: The Army and Capita are very receptive to anything that will create a provocation. Forces, the recruitment pr ocess, and the structure of initial training. This year is a really good example of us setting out to create a competitive positioning by saying it’s not just about getting confidence in the Army, it’s that you get confidence beyond any other type of job. In fact, over half a year. 2. According to the press release, 80% of Gen Z believe that they could achieve more in life with a stronger sense of self-confidence and that it’s harder to find long-lasting confidence in today’s society. Looking for a job in the Army? Contagious Business Design Centre Suite 238 52 Upper St London N1 0QH UK, Contagious 61 Greenpoint Avenue Suite 612 Brooklyn, New York NY 11222, ContagiousAvenida Manuel Bandeira, 360Vila LeopoldinaSão Paulo SP05317-020. Kean: We’re not afraid of backlash. Men queued outside recruitment offices to join the army. Visit the army’s website - see the link at the end of this page and then click on the careers and then the application form. These initiatives start to bring Army recruiting into the 21 st century. The British Army’s latest recruitment campaign, Army Confidence Lasts a Lifetime, is designed to show how joining the Army allows young people to build up a sense of self-confidence that lasts longer than short-term pleasures. Recently, we’ve seen the likes of the US Navy moving away from traditional forms of advertising like TV, radio and print towards the likes of esports in an effort to reach a young adult audience. Our main task is to get applications up – the other bit is less in our control and therefore you get these disconnects between headlines in the newspapers saying that the Army is reducing, while for us the applications are massively up. The British Army has recently launched a recruitment campaign aimed primarily at attracting new personnel into the Army Reserves. Women of Britain Say Go Poster, ‘Women of Britain say – “Go!” ’, May 1915, by Parliamentary Recruiting Committee. In a well-balanced recruitment strategy, employee referrals should account for about 40% of your hires. People always talk about the physical confidence and fitness rather than the mental side and we felt we could tap into that. The most secure digital platform to get legally binding, electronically signed documents in just a few seconds. The U.S. and British Army's new recruiting strategies suggest two distinct approaches to recruiting young people for military service. The number of trained military personnel joining the trained strength is falling. Why do you think that this strategy has been more effective than previous tactics? Lally: We do seek to do work that’s going to take a stand, make a statement and make a bold point about the Army. However, the specific challenge with the Army is that it’s a huge organisation with massive levels of seniority that we need to present to and we need to get all approval on our ideas. Previously, that’s been a really long time, but in the last year or so they’ve reduced that time drastically which has made a difference to how many people are turning up at training. There’s a strong assumption and narrative that young people don’t watch TV anymore and that everything is online, and while we do see that the places people consume video content is shifting, there’s still a big need for pieces of video content to get that mass reach that we need. They are predisposed towards it and then there are people who are into the idea of running around shooting weapons, but the Army has very aggressive recruitment targets and every year we start from zero. Below are 12 different examples of recruitment posters used by the British to meet their wartime objectives. This strategy will set out how Army Media and Communication (AMC) will harness digital to promote the Army, explain what the Army does and support recruitment and retention. The campaign is also supported by radio, digital and short social media clips that show how confidence can be acquired when you join the British Army. (2007). Following the 2019 campaign, there was a 71% year-on-year increase in applications resulting in the highest number of recruits in 10 years with 95,000 applications delivered within nine months. Angry MPs have labelled the British Army "naive" for signing up to an "abysmal" outsourcing deal with Capita for military recruiting and associated IT systems. We don’t treat it like an armed service recruitment campaign, we’re trying to say that the Army is one of the most progressive employers in Britain and that’s a big thing. As a result, they’re very open to creating a strong position for themselves. 9 per cent also said they had left because they had not been deployed enough. Kean: It’s all about making a big splash early on in January and then throughout the year by targeting people on social and all sorts of digital display. 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