To find out more click here. 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. A night out can be fantastic and drugs can be great in one way, fashion in another, but nothing lasts. Of the 2,000 or so new recruits aged under 18 last year, more than four-fifths joined the army, particularly the infantry. 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. People always talk about the physical confidence and fitness rather than the mental side and we felt we could tap into that. The Army is always recruiting, and there are a wide range of roles available for both officers and soldiers. British Army Recruitment for Commonwealth Countries: It is very easy for Commonwealth citizens to join the British Army. This story originally appeared on Contagious I/O, our online intelligence tool. 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. 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. Forces, the recruitment pr ocess, and the structure of initial training. We looked at who those people might be and what’s stopping them from joining the Army. [Online], Available: 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. 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. 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. 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. Lally: The target audience for this brand is really broad and has been consistent for years and years. Only the Army is within “manning balance”, and there are wider shortages of personnel in specific trade groups. New Capita system has left British Army recruits unable to register online. 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. Similarly, the British Army has seen initial success with the #YourArmyNeedsYou campaign. 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. Copy. British Army and the challenges of recruitment. Before, people just put the stuff out and hoped that they liked it. 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. Men queued outside recruitment offices to join the army. The change that has been made is an attitudinal shift in terms of who we are speaking to. Your country needs you to get this cool new face covering!Shop Now. Yet recr uitment and retention targets are not being met. British Army launches this year’s recruitment campaign. The British Army has recently launched a recruitment campaign aimed primarily at attracting new personnel into the Army Reserves. 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. Kean: It’s very much a recruitment and numbers based thing, but it does take a long time to join the Army. 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. 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. 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. This article looks at stakeholder engagement and argues that the Army’s core strategy is the foundation of effective communication. It’s a huge ambition to have and it changes the way that you do the work. For example, a picture of a beer is accompanied by the caption ‘Confidence can last for the night or it can last a lifetime’. 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. Kean: When you meet Army people, there’s something about them. Who is the brand’s target audience? 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. 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. 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. Visit the Role finder to explore they types of role on offer. 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. The Department has achieved 98 per cent of its recruitment targets overall since 2000-2001. The U.S. Army is looking for recruits in new places like Instagram and e-sports tournaments. 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 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. -Mark Twain The British Army has recently launched a recruitment campaign aimed primarily at … 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. What were the key business objectives? The Department has introduced a range of measures to improve recruitment. The January 2019 ‘Snowflake’ recruitment campaign was met with heavy controversy for trying to recruit ‘selfie addicts’ and ‘me, me, me millennials’. 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. 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. The British Army is now the only institution doggedly committed to the youngest recruitment age in Europe. 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. 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. They need a massive new influx of people because soldiers are always leaving at the other end. What challenges did you face along the way with the campaign and how did you overcome them? However, this does work as a fully integrated campaign through the year. Some men failed the medical test. Available for PC, iOS and Android. Additionally, 1.56 million people visited the Army jobs website in January 2019, a 93% increase in comparison to January 2018. It’s intended for people who don’t know about the Army yet. What we seek to do is break through that and make a statement about a brand that also has relevance in culture so that you can take your communications beyond paid advertising and bring it into earned media and the wider cultural conversation. 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. But, given current levels of operational deployment, workloads on Service men and women in some areas are heavy." Some men failed the medical test. 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. 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.. What do you think has been the most effective recruitment campaign to-date and why? then I’m not too worried, we slightly wear that as a badge of honour. New Capita system has left British Army recruits unable to register online. 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. In a well-balanced recruitment strategy, employee referrals should account for about 40% of your hires. After all of these years, it’s finally an attribute that people recognise as unique to the Army. Corfield, G. (2017). 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. When we presented this to the Army and told them that we would like to do this campaign to say that young people may appear like snowflakes but that we think that’s compassion, they said that it was exactly how they see them. Fill out, securely sign, print or email your british army application form download 2011-2020 instantly with SignNow. Start a free trial now to save yourself time and money! ... but it may be the biggest problem for recruitment into the British Army . 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 NPR's Leila Fadel asked Gen. Frank Muth, head of the Army Recruiting Command, about the new strategies. 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. 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. 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. The RAF and navy have effectively moved on. 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. The Army raised eyebrows with its recruitment campaign at the start of the year, which used stereotypical images of millennials, including "snowflake", and "selfie addicts", on its posters. Do Lord Kitchener proud. Can you please give me an overview of the army’s previous recruitment campaigns and how these have evolved over the past few years? Since 2017, with the help of London-based creative agency Karmarama, the British Army decided to focus on a different side of Army life that isn’t about guns, tanks, aggression and fortitude. You can apply to join the Army, but then actually getting in takes a number of months. Ordinary recruiting methods failed to supply the number of men required to fill the Army ranks. How the British Army transformed its communication strategy to reach a record-breaking number of applications in a single day. Below are 12 different examples of recruitment posters used by the British to meet their wartime objectives. 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. "Armed Forces personnel told us that the key reasons they were leaving early included the pressures on their family life. 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. Recruitment, Retention and Turnover, London: Chartered Institute of Personnel and Development. Women of Britain Say Go Poster, ‘Women of Britain say – “Go!” ’, May 1915, by Parliamentary Recruiting Committee. It’s doing that by building on and reinforcing this core belonging platform to show people what being part … Kean: The Army and Capita are very receptive to anything that will create a provocation. How does this build on the Army’s long-term recruitment strategy? They get set the number that needs to be achieved in terms of applications by the Government and then that comes to us. 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: We don’t avoid the khaki stuff, but we put it in a much broader context. However, they must be part of a concerted, long term, effort to reengage with society beyond high-speed adverts. But, given current levels of operational deployment, workloads on Service men and women in some areas are heavy." 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. 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. With any client that we work on, with that kind of work there’s always the challenge of making sure that your client feels comfortable and that everyone wants to make that statement. 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. 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. Can you tell me a bit about the results that you’ve seen from the campaign and how you’re measuring them? Looking for a job in the Army? 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. If we’re offending Nigel Farage, the Daily Mail or Piers Morgan etc. Subscribe to the Contagious weekly newsletter and stay up to date with creative news, marketing trends and cutting-edge research. What has been your single greatest learning from the campaign? How does this build on the Army’s long-term recruitment strategy? Recruitment, Retention and Turnover, London: Chartered Institute of Personnel and Development. "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. 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. 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. 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. H owever, the data show that Britain’s armed forces may actually be suffering a retention, rather than recruitment crisis. 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. 3. A lot of people will ask what is has to do with them and the answer is nothing, they’ve been through the process. 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. Every year since then, we’ve built on that core idea and the results have been stronger and stronger each year. Since the launch of the 2017 ‘This is Belonging’ campaign, there has been a shift in the army’s communication strategy towards a more emotional, human tone. Corfield, G. (2017). The British Army's recruitment drive in 2017 targeted families with an average annual income of £10,000. Was that a concern for the latest campaign? Visit the Role finder to explore they types of role on offer. They’re secure in their belief of themselves; they believe that the Army is a great thing and does have a lot to offer. It’s like any kind of cathartic process, they change as they are going through this experience. 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. 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. The number of trained military personnel joining the trained strength is falling. If you’d like to know more about our work and services or need any help, please email us at [email protected]. Did you do any more research other than speaking to soldiers to help inform the direction of the campaign? Things like drugs, drink and fashion are fun, but they don’t last for very long. 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. 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. Kean: We had three ideas on the table that we were looking at. 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. 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. Background. Of those surveyed by the National Audit Office who had recently left the Armed Forces, many had done so because of the impact of service on family life (49 per cent), while others reported the impact of too many deployments (28 per cent), the quality of the equipment (32 per cent), and a feeling of not being valued (33 per cent) as being important factors in their decision to leave. Rhonwen Lally: Historically and traditionally, the Army has shown adventure, adrenaline and action in their advertising. Lally: In the past, the advertising was playing back to people what they knew and thought about the Army already. Lally: There’s one figure that can be shared at the moment and that’s that four days after the campaign launched in January, there were the highest number of applications in Capita’s records. 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. These initiatives start to bring Army recruiting into the 21 st century. 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. Like this article? One is that in an ageing population, the pool of young people that we are recruiting from is in decline. 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. 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. They also help us to define the core challenges that are happening for their audience and amongst society. 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. 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. Essentially, we needed to make the Army appeal to a much larger range of young people and make going into the Army stand out against all of the other armed forces and career options that these young people had. 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. (2007). 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. 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. Before SDSR 15, Defence policy required an army designed for an enduring operation at the brigade level; new policy demands that we are able to field a modernised division, capable of fighting as the principal output of the Army. 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. British Army Application Form. 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. 1. 2. Designed to highlight the many roles that Reservists can play in uniform and opportunities for both professional and personal development, the … The Army is always recruiting, and there are a wide range of roles available for both officers and soldiers. Why did you decide to deliver this campaign with more traditional media formats and do you have any plans to evolve this going forwards? Now, we spend lots of time not only talking to the top generals, but also talking to the sergeant majors and the people in the Army to explain to them why we do it. Gareth Corfield Fri 1 Mar 2019 // 11:44 UTC. They want to reach 18- to 24-year-olds for regular soldiers and then up to 35-year-olds for reserves. In a well-balanced recruitment strategy, employee referrals should account for about 40% of your hires. Army jobs has over 100+ roles to explore, from combat to engineer, medical or IT. Initial results show recruiting has increased in these cities over past years, but has yet to be maintained over time. The National Audit Office has also reported that the numbers of those leaving the Forces early have increased slightly in the last two years and that last year 9,200 personnel left early, although the Department considers that overall the long-term trend remains stable given historical levels of outflow. There’s a way that they carry themselves, there’s a way that they talk. Lally: There’s a number of macro societal challenges that we have to continue to tackle. What challenges did you identify this year? The U.S. and British Army's new recruiting strategies suggest two distinct approaches to recruiting young people for military service. 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. 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. 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. We’re there to stand for something and say that the Army believes in itself. Using virtual reality also sends a message to recruiting prospects that the firm is on the leading edge of technology. If we’re offending Nigel Farage (anti-European Union British politician), the Daily Mail or Piers Morgan (a frequently disgruntled media personality) etc. Supply Chain Management: Strategy, Planning & Operation, 3 rd Edition, New Jersey: Pearson Education Inc. CIPD. 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. (2007). "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 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. 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. Did you receive a brief for the 2020 campaign? History doesn't repeat itself but it sure does rhyme.' 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. In fact, over half a year. 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. Contagious uses cookies to ensure that you get the best experience on our website. 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. 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. History doesn't repeat itself but it sure does rhyme.' It is therefore vital that, in addition to the financial incentives offered, the Ministry of Defence maintains its focus on longer term measures. So, the level and seniority and the number of stakeholders is one of the challenges that we have. Will it be there for 10 years? Whilst there is a lot of traditional media, there’s a huge amount of non-traditional media too. 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. It’s anecdotal, but it builds up. There’s a lot of opportunity to drop out and there’s a lot of opportunity for things to go wrong in that process. 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. Foundation of effective communication belong to and believe in leading edge of.. Level and seniority and the structure of initial training increased in these over... Commonwealth nationals within the British Army and Capita are very receptive to anything that create... 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