What challenges did you face along the way with the campaign and how did you overcome them? Similarly, the British Army has seen initial success with the #YourArmyNeedsYou campaign. 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. 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. 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. NPR's Leila Fadel asked Gen. Frank Muth, head of the Army Recruiting Command, about the new strategies. Before, people just put the stuff out and hoped that they liked it. 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. Background. 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.. 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. 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. Men queued outside recruitment offices to join the army. 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. 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. 9 per cent also said they had left because they had not been deployed enough. 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. Kean: It’s very much a recruitment and numbers based thing, but it does take a long time to join the Army. 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. 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. 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. Kean: That’s been a massive change over the past five years, we’ve learnt how to do that. Women of Britain Say Go Poster, ‘Women of Britain say – “Go!” ’, May 1915, by Parliamentary Recruiting Committee. Lally: There’s a number of macro societal challenges that we have to continue to tackle. Fill out, securely sign, print or email your british army application form download 2011-2020 instantly with SignNow. "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. 6. 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. Was that a concern for the latest campaign? If so, please explain this brief – what was the challenge? Will it be there for 10 years? But, given current levels of operational deployment, workloads on Service men and women in some areas are heavy." Your country needs you to get this cool new face covering!Shop Now. Focusing on the action and adventure is something that people already know and that has created a kind of khaki-blindness for this type of advertising; they just ignored it and glazed over at that point. Why did you decide to deliver this campaign with more traditional media formats and do you have any plans to evolve this going forwards? 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 number of trained military personnel joining the trained strength is falling. 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. 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. After all of these years, it’s finally an attribute that people recognise as unique to the Army. In fact, the 2019 campaign case study started by saying that ‘we offended all the right kind of people’. The British Army has recently launched a recruitment campaign aimed primarily at attracting new personnel into the Army Reserves. We looked at who those people might be and what’s stopping them from joining the Army. Every year since then, we’ve built on that core idea and the results have been stronger and stronger each year. 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. 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. The U.S. and British Army's new recruiting strategies suggest two distinct approaches to recruiting young people for military service. The most secure digital platform to get legally binding, electronically signed documents in just a few seconds. 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. 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. [Online], Available: That has made this broader group take notice of Army advertising again and reframe how they’d previously seen it. Visit the Role finder to explore they types of role on offer. 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. Did you receive a brief for the 2020 campaign? 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. In a well-balanced recruitment strategy, employee referrals should account for about 40% of your hires. Kean: We had three ideas on the table that we were looking at. The U.S. Army is looking for recruits in new places like Instagram and e-sports tournaments. MPs tear 'naive' British Army a new one over Capita recruitment farce But things are getting better, insists notorious outsourcer. They’re very happy for us to talk about stuff that other clients might find controversial. 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. People always talk about the physical confidence and fitness rather than the mental side and we felt we could tap into that. That target has increased each year that we’ve worked with them so far, so the challenge gets bigger. These initiatives start to bring Army recruiting into the 21 st century. 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. Kean: Talking to the Army internally about the new campaign was a massive learning and something that we’ll definitely carry on. 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. It’s doing that by building on and reinforcing this core belonging platform to show people what being part of the Army can mean for them. Kean: We’re not afraid of backlash. Recruitment, Retention and Turnover, London: Chartered Institute of Personnel and Development. However, this does work as a fully integrated campaign through the year. 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. ... but it may be the biggest problem for recruitment into the British Army . They want to reach 18- to 24-year-olds for regular soldiers and then up to 35-year-olds for reserves. In 2018, the application results increased to a five-year high and the campaign in 2019 broke recruitment records with the highest number of soldiers joining basic training than in the previous ten years. 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. Kean: The Army and Capita are very receptive to anything that will create a provocation. The National Audit Office believes savings of £24 million could be made if planned retention levels were met. Below are 12 different examples of recruitment posters used by the British to meet their wartime objectives. 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. Start a free trial now to save yourself time and money! They need a massive new influx of people because soldiers are always leaving at the other end. 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. The British Army's recruitment drive in 2017 targeted families with an average annual income of £10,000. 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. We didn’t want to attack that, but we wanted to show that there’s something which is more long lasting and that’s proven under pressure. 1. A night out can be fantastic and drugs can be great in one way, fashion in another, but nothing lasts. People need something to belong to and believe in. 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. 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. 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 The British Army is now the only institution doggedly committed to the youngest recruitment age in Europe. This was then followed by a 60-second television commercial that followed a metaphorical journey of a soldier being distracted by the likes of fast fashion, intensive gym sessions and a night out before deciding to carry on. 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. 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. 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. For example, a picture of a beer is accompanied by the caption ‘Confidence can last for the night or it can last a lifetime’. Men queued outside recruitment offices to join the army. Army 2020 Refine is the implementation of the Government’s Strategic Defence and Security Review (SDSR) commitments. Kean: When you meet Army people, there’s something about them. 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 is working hard to tackle the issues in recruitment and retention to ensure there are sufficient levels of personnel in the Armed Forces. 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. 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. Essentially, these campaigns go up to cabinet level. They do believe in young people – there’s something very touching about that. 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. Additionally, 1.56 million people visited the Army jobs website in January 2019, a 93% increase in comparison to January 2018. Gareth Corfield Fri 1 Mar 2019 // 11:44 UTC. To find out more click here. 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. New Capita system has left British Army recruits unable to register online. 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. Designed to highlight the many roles that Reservists can play in uniform and opportunities for both professional and personal development, the … 90% of UK adults are now on-line and 93% of 16 -24 year olds have a social media profile. Lally: In the past, the advertising was playing back to people what they knew and thought about the Army already. 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. 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. 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. Some men failed the medical test. Ordinary recruiting methods failed to supply the number of men required to fill the Army ranks. There is a shortfall of 5,170 (2.8 per cent) trained Armed Forces personnel against the Ministry of Defence’s estimated requirements. If we’re offending Nigel Farage (anti-European Union British politician), the Daily Mail or Piers Morgan (a frequently disgruntled media personality) etc. We would never hit the targets that they set if we just got the people who are predisposed towards it, so we have to find people who haven’t considered it yet. 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. It’s intended for people who don’t know about the Army yet. Can you please give me an overview of the army’s previous recruitment campaigns and how these have evolved over the past few years? 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. They get set the number that needs to be achieved in terms of applications by the Government and then that comes to us. 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. Corfield, G. (2017). "Armed Forces personnel told us that the key reasons they were leaving early included the pressures on their family life. However, they must be part of a concerted, long term, effort to reengage with society beyond high-speed adverts. New Capita system has left British Army recruits unable to register online. 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). 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. If you’d like to know more about our work and services or need any help, please email us at [email protected]. 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. It’s never arrogance, but there’s a definite self-belief, there’s a confidence about them that’s in their body language. Do Lord Kitchener proud. 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