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. 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. 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. 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. They also help us to define the core challenges that are happening for their audience and amongst society. 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. They’re secure in their belief of themselves; they believe that the Army is a great thing and does have a lot to offer. Background. 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. These initiatives start to bring Army recruiting into the 21 st century. Men queued outside recruitment offices to join the army. 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. There is a shortfall of 5,170 (2.8 per cent) trained Armed Forces personnel against the Ministry of Defence’s estimated requirements. 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. (2007). 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. What challenges did you face along the way with the campaign and how did you overcome them? It is therefore vital that, in addition to the financial incentives offered, the Ministry of Defence maintains its focus on longer term measures. Some men failed the medical test. 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 like any kind of cathartic process, they change as they are going through this experience. However, they must be part of a concerted, long term, effort to reengage with society beyond high-speed adverts. Visit the Role finder to explore they types of role on offer. 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. Whilst there is a lot of traditional media, there’s a huge amount of non-traditional media too. Your country needs you to get this cool new face covering!Shop Now. In fact, the 2019 campaign case study started by saying that ‘we offended all the right kind of people’. There are specific rules about age groups that you can target, but other than that it’s the same. So, the level and seniority and the number of stakeholders is one of the challenges that we have. But, given current levels of operational deployment, workloads on Service men and women in some areas are heavy." New Capita system has left British Army recruits unable to register online. What do you think has been the most effective recruitment campaign to-date and why? Similarly, the British Army has seen initial success with the #YourArmyNeedsYou campaign. The British Army is now the only institution doggedly committed to the youngest recruitment age in Europe. 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. 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. 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. A British Army recruitment crisis leaves regiments 40% below optimum strength - more than 2,580 fewer soldiers in infantry regiments than five years ago, Ministry of Defence figures show. Like this article? They get set the number that needs to be achieved in terms of applications by the Government and then that comes to us. 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. 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. 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. British Army recruitment poster during the Napoleonic wars offering both limited and unlimited (long-term) service The United Kingdom 's struggle with France during the Napoleonic wars required the British Army to expand rapidly. Lally: The target audience for this brand is really broad and has been consistent for years and years. Copy. 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. 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. 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. In a well-balanced recruitment strategy, employee referrals should account for about 40% of your hires. 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. Forces, the recruitment pr ocess, and the structure of initial training. That means that when it launches, they have the understanding to go into media conversations and discuss what we’re doing and how to give a positive side to the debate that’s happening. Below are 12 different examples of recruitment posters used by the British to meet their wartime objectives. Share. 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. To find out more click here. ", Sir John Bourn, head of the National Audit Office. 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. How did the creative idea for the 2020 recruitment campaign come about and why did you decide to execute it in that way? British Army Recruitment for Commonwealth Countries: It is very easy for Commonwealth citizens to join the British Army. Can you tell me a bit about the results that you’ve seen from the campaign and how you’re measuring them? What are the rules and regulations around army recruitment campaigns? 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. 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. People need something to belong to and believe in. You can apply to join the Army, but then actually getting in takes a number of months. Lally: From what we’ve seen in the last few years, there was a big increase in applications when we introduced the Belonging campaign in 2017; the applications increased for regular soldiers by 38% between 2016 and 2017. then I’m not too worried, we slightly wear that as a badge of honour. Adam Kean: A good way of thinking about it is that there are a group of people who have family in the Army and they always tend to think of it as an option. 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. It’s then about trying to find out how we can dramatise that in an interesting way without just saying that the Army are great. [Online], Available: Lally: In the past, the advertising was playing back to people what they knew and thought about the Army already. 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. Available for PC, iOS and Android. Subscribe to the Contagious newsletter and stay up to date with creative news, marketing trends and cutting-edge research. Visit the Role finder to explore they types of role on offer. It’s doing that by building on and reinforcing this core belonging platform to show people what being part … Has this changed or remained consistent over the past few years? 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. British Army launches this year’s recruitment campaign. 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. 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. After all of these years, it’s finally an attribute that people recognise as unique to the Army. 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. It’s intended for people who don’t know about the Army yet. They want to reach 18- to 24-year-olds for regular soldiers and then up to 35-year-olds for reserves. Of the 2,000 or so new recruits aged under 18 last year, more than four-fifths joined the army, particularly the infantry. 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. As well as that, we did ethnography with the target audience to understand their lives and their world. In France the rate of unemployment is important so recruiting in the army is easy. 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. Essentially, these campaigns go up to cabinet level. MPs tear 'naive' British Army a new one over Capita recruitment farce But things are getting better, insists notorious outsourcer. That’s why a lot of people talk about the Army and say that it saved their life, it’s something they needed because they were going in the wrong direction. It’s anecdotal, but it builds up. Find your ideal job now. That has made this broader group take notice of Army advertising again and reframe how they’d previously seen it. 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. 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