What do you think has been the most effective recruitment campaign to-date and why? To get a better understanding of the events of the Revolutionary War, it is helpful to evaluate the strategies of the Continental army and the British army in the war and how they both planned to win.. All of those 10-second vignette videos came from specific conversations with Army people when we asked them what that moment was where they felt more confident and they realised that it was going to be a long lasting kind of confidence. Share. Looking for a job in the Army? 3. British Army Recruitment for Commonwealth Countries: It is very easy for Commonwealth citizens to join the British Army. The Army Personnel Campaign Board merges eight mutually supportive lines of operation to deliver sustainable and consistent quality and quantity of soldiers across all four streams of British Army recruitment (Regular Officer, Regular Soldier, Reserve Officer, Reserve Soldier). That has made this broader group take notice of Army advertising again and reframe how they’d previously seen it. They want to reach 18- to 24-year-olds for regular soldiers and then up to 35-year-olds for reserves. They’re secure in their belief of themselves; they believe that the Army is a great thing and does have a lot to offer. 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. Women of Britain Say Go Poster, ‘Women of Britain say – “Go!” ’, May 1915, by Parliamentary Recruiting Committee. Army jobs has over 100+ roles to explore, from combat to engineer, medical or IT. Background. 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. These initiatives start to bring Army recruiting into the 21 st century. Last year, we asked them about how their potential was unlocked but this year we wanted to find out about how they had changed and developed. The second one is that not many people today know someone in the Army, so they don’t have that natural advocate that’s close to them that will help them see the reality of the Army. Forces, the recruitment pr ocess, and the structure of initial training. Has this changed or remained consistent over the past few years? Kean: The one thing that stands out to me was when we were talking to a young woman in the Army who said that when she first started her training she could barely hold her head up, but by the end she was walking to the front, talking to everyone and standing up in the meetings. Recruitment for officers typically draws on upwardly-mobile young adults from age 18, and recruiters for these roles focus their resources on high-achieving schools and universities. One is that in an ageing population, the pool of young people that we are recruiting from is in decline. 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. For example, a picture of a beer is accompanied by the caption ‘Confidence can last for the night or it can last a lifetime’. "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. As advertisers, we have to understand and respect how young people’s lives are changing and the kind of pressures that are on them as much as possible. How did the creative idea for the 2020 recruitment campaign come about and why did you decide to execute it in that way? Subscribe to the Contagious weekly newsletter and stay up to date with creative news, marketing trends and cutting-edge research. 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. Ordinary recruiting methods failed to supply the number of men required to fill the Army ranks. 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. It’s really important because one of the main things that we need to get across to people in the Army is that this work isn’t intended for them. We’re not just against the other armed services, we’re trying to be the best employer in the United Kingdom out of everyone for young people. 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. Lally: In the past, the advertising was playing back to people what they knew and thought about the Army already. What we needed to do at a core task level was make the Army appeal to a broader group of people who didn’t see the Army as something that was their calling and or as something that they necessarily wanted to do. Then we put the two together which led to quite an interesting executional idea where soldiers are actually dealing with the devils on their shoulders and the temptations to do something easier, but not as long lasting or as worthwhile. Things like drugs, drink and fashion are fun, but they don’t last for very long. In a well-balanced recruitment strategy, employee referrals should account for about 40% of your hires. What we’ve found is that there are two bits to our job: one is to create a massive amount of noise, then there’s a whole load of stuff that you don’t see that’s very targeted and very specific and very much on social – all the stuff that we need to do over the year to keep that process going so that the provocation doesn’t tail off. Recruitment, Retention and Turnover, London: Chartered Institute of Personnel and Development. There is a shortfall of 5,170 (2.8 per cent) trained Armed Forces personnel against the Ministry of Defence’s estimated requirements. 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. It’s all data driven and done in different bits of the year which are relevant to the times that people start to assess their careers. 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. 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. 90% of UK adults are now on-line and 93% of 16 -24 year olds have a social media profile. 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. What challenges did you identify this year? 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. There’s quite a lot of psychological and academic literature that we explored, as well as observing broader cultural trends and news trends through desk research to try and understand what is going on in society and in the world right now that links to this. Kean: Talking to the Army internally about the new campaign was a massive learning and something that we’ll definitely carry on. British Army Application Form. The British army is specifically targeting young people from working-class backgrounds in a glossy recruitment campaign despite claiming to aim advertising at … 2. In a well-balanced recruitment strategy, employee referrals should account for about 40% of your hires. It’s why people end up loving sport because that gives them a sense of belonging, or they end up in gangs at the other extreme. It gets even bigger when you talk to people who have been in the Army for 10 years and explore what they were like at 17- to 18-years-old; they’re a completely different person in so many ways. The most secure digital platform to get legally binding, electronically signed documents in just a few seconds. 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. Start a free trial now to save yourself time and money! If we’re offending Nigel Farage, the Daily Mail or Piers Morgan etc. 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. Rhonwen Lally: Historically and traditionally, the Army has shown adventure, adrenaline and action in their advertising. In fact, the 2019 campaign case study started by saying that ‘we offended all the right kind of people’. According to today’s report to Parliament, by head of the National Audit Office Sir John Bourn, there are particular challenges to manning levels in 88 specialist ‘pinch points’ – areas where there are insufficient trained personnel. If you’re leaving your parents and your family, it’s a time when you desire it and a lot of people find it in the Army. 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. It’s a huge ambition to have and it changes the way that you do the work. Yet recr uitment and retention targets are not being met. A lot of people will ask what is has to do with them and the answer is nothing, they’ve been through the process. 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. 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. 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. The National Audit Office believes savings of £24 million could be made if planned retention levels were met. The big shift that we’ve made and what each campaign has done for the last four years is show a different side to Army life that people haven’t seen before. H owever, the data show that Britain’s armed forces may actually be suffering a retention, rather than recruitment crisis. The Department has introduced a range of measures to improve recruitment. Additionally, the brand claims that total interest amongst young people increased by 4%, belief that the Army has something to offer increased by 10% and belief that the Army is modern and relevant increased by 9% between December 2016 and September 2019. 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. Can you tell me a bit about the results that you’ve seen from the campaign and how you’re measuring them? It’s intended for people who don’t know about the Army yet. Before, people just put the stuff out and hoped that they liked it. Gareth Corfield Fri 1 Mar 2019 // 11:44 UTC. People need something to belong to and believe in. 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. It’s about trying to find a way to triangulate those two things: what the army can offer that’s unique and what people in society, especially young people, want and need in the cultural context of 2017, 2018, 2019 and 2020. Instead, the British Army launched This is Belonging, an integrated campaign to show the friendship and comradery that comes from being part of the armed service. It’s doing that by building on and reinforcing this core belonging platform to show people what being part … This article looks at stakeholder engagement and argues that the Army’s core strategy is the foundation of effective communication. Lally: I’d add to that by saying that the power of standing for something, making a statement and going beyond what the category conventions are, which is a challenging thing to do, can be worth it and powerful. We wanted to try and dramatise that and we thought the best way of doing so was to show someone who was in a metaphorical Army situation but had the devil appearing on his shoulder. Using virtual reality also sends a message to recruiting prospects that the firm is on the leading edge of technology. 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. 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. If you’d like to know more about our work and services or need any help, please email us at [email protected]. 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. Oddly enough what they said wasn’t about fitness or discipline and the things that you would expect; they told us about how their confidence had changed as a result of their experiences in the Army. These pinch points include doctors, nurses, engineers and bomb disposal experts. then I’m not too worried, we slightly wear that as a badge of honour. In 2019, the controversial Snowflake campaign resulted in the highest number of recruits in ten years by targeting ‘selfie-addicts’ and ‘binge gamers’, showing how every individual has the potential to do something that matters. Then we looked at what the Army can offer that hasn’t been used as much as it should have been before. Kean: We don’t avoid the khaki stuff, but we put it in a much broader context. British Army and the challenges of recruitment. [Online], Available: 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. 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. 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. Did you do any more research other than speaking to soldiers to help inform the direction of the campaign? 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. Was that a concern for the latest campaign? 9 per cent also said they had left because they had not been deployed enough. The other challenge is in launching campaigns that make a bold statement, we know that a debate will start in the media and in the public when it launches. We’re focusing on people who haven’t considered the Army as an option before. These initiatives start to bring Army recruiting into the 21 st century. We’re not doing it for the sake of it, but it’s not unintentional either. If so, please explain this brief – what was the challenge? Can you tell me a bit about the media plan that you had in place? The benefits are incredible – lower cost per hire, a nice boost to employee morale, and a hire that has an insider view into the positives and negatives of your culture. The Ministry of Defence has introduced a number of financial retention incentives schemes and a range of other measures to improve manning in pinch point areas, aimed at retaining its most experienced personnel and alleviating some of the pressures in other groups. To get a better understanding of the events of the Revolutionary War, it is helpful to evaluate the strategies of the Continental army and the British army in the war and how they both planned to win.. The British Army's recruitment drive in 2017 targeted families with an average annual income of £10,000. Available for PC, iOS and Android. People always talk about the physical confidence and fitness rather than the mental side and we felt we could tap into that. Of the 2,000 or so new recruits aged under 18 last year, more than four-fifths joined the army, particularly the infantry. In France the rate of unemployment is important so recruiting in the army is easy. 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. Results / According to the agency, in 2017, there was a 31% year-on-year increase in regular soldier applications and a 48% increase in reserve applications; in 2018, applications reached a 5-year high. This story originally appeared on Contagious I/O, our online intelligence tool. Some men failed the medical test. 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. We then decided that we needed different executions of that same idea through posters, radio etc. Why did you decide to deliver this campaign with more traditional media formats and do you have any plans to evolve this going forwards? What were the key business objectives? Lally: This year there were interviews with serving soldiers, but we also did a set of ethnography with serving soldiers to really get to the heart of Army experiences and what Army confidence means. 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. Supply Chain Management: Strategy, Planning & Operation, 3 rd Edition, New Jersey: Pearson Education Inc. CIPD. The British Military (which the British Army is a part of) has continued the historic of recruiting soldier who are not British citizens into it military. 6. In more recent years, there have also been campaigns that have shown things like skills and career benefits that the Army can offer people today. Will it be there for 10 years? 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. They need a massive new influx of people because soldiers are always leaving at the other end. 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. The change that has been made is an attitudinal shift in terms of who we are speaking to. 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 has been your single greatest learning from the campaign? Similarly, the British Army has seen initial success with the #YourArmyNeedsYou campaign. Do Lord Kitchener proud. Copy. -Mark Twain The British Army has recently launched a recruitment campaign aimed primarily at … 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. What challenges did you face along the way with the campaign and how did you overcome them? 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. Whilst there is a lot of traditional media, there’s a huge amount of non-traditional media too. After all of these years, it’s finally an attribute that people recognise as unique to the Army. Lally: The stuff that launches at the beginning of the year is just the tip of the iceberg in terms of what goes out throughout the course of the year. 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. The U.S. Army is looking for recruits in new places like Instagram and e-sports tournaments. You might be just the person we're looking for. Current levels of operational activity puts additional pressures on serving personnel in terms of hours worked, how often they are deployed and time spent away from families. Kean: We’re not afraid of backlash. Additionally, 1.56 million people visited the Army jobs website in January 2019, a 93% increase in comparison to January 2018. In 1989 previous restrictions on the recruitment of Commonwealth nationals within the British military were raised, following recruiting difficulties amongst British nationals. NPR's Leila Fadel asked Gen. Frank Muth, head of the Army Recruiting Command, about the new strategies. 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. It’s anecdotal, but it builds up. Supply Chain Management: Strategy, Planning & Operation, 3 rd Edition, New Jersey: Pearson Education Inc. CIPD. The January 2019 ‘Snowflake’ recruitment campaign was met with heavy controversy for trying to recruit ‘selfie addicts’ and ‘me, me, me millennials’. 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. In 2018, the Expressing my Emotions campaign focused on challenging the stereotypes of who belongs in the British Army by dramatising how emotion affects everyone. 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. Men queued outside recruitment offices to join the army. Every year since then, we’ve built on that core idea and the results have been stronger and stronger each year. which are all working in similar ways – they’re all trying to find out what the core moment of tipping into confidence in the Army is. 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