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. The British army is specifically targeting young people from working-class backgrounds in a glossy recruitment campaign despite claiming to aim advertising at … Supply Chain Management: Strategy, Planning & Operation, 3 rd Edition, New Jersey: Pearson Education Inc. CIPD. 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. Kean: We’re not afraid of backlash. 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. 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. After all of these years, it’s finally an attribute that people recognise as unique to the Army. 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. Kean: It’s very much a recruitment and numbers based thing, but it does take a long time to join the Army. 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. 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. However, they must be part of a concerted, long term, effort to reengage with society beyond high-speed adverts. However, this does work as a fully integrated campaign through the year. There is a shortfall of 5,170 (2.8 per cent) trained Armed Forces personnel against the Ministry of Defence’s estimated requirements. 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. 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. 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. Background. 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. This article looks at stakeholder engagement and argues that the Army’s core strategy is the foundation of effective communication. 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. In fact, over half a year. 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. Do Lord Kitchener proud. Was that a concern for the latest campaign? 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. [Online], Available: Can you tell me a bit about the media plan that you had in place? 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. 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. Kean: We had three ideas on the table that we were looking at. 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. 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. 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. The January 2019 ‘Snowflake’ recruitment campaign was met with heavy controversy for trying to recruit ‘selfie addicts’ and ‘me, me, me millennials’. 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. Before, people just put the stuff out and hoped that they liked it. 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. Subscribe to the Contagious weekly newsletter and stay up to date with creative news, marketing trends and cutting-edge research. The British Army has recently launched a recruitment campaign aimed primarily at attracting new personnel into the Army Reserves. 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. 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. 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. 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. What we’re trying to do is position the Army in a way that shows benefits and a side to that career that you just can’t find in any other career out there. 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. 2. People always talk about the physical confidence and fitness rather than the mental side and we felt we could tap into that. Supply Chain Management: Strategy, Planning & Operation, 3 rd Edition, New Jersey: Pearson Education Inc. CIPD. The most secure digital platform to get legally binding, electronically signed documents in just a few seconds. The Department has introduced a range of measures to improve recruitment. 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. 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. 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. NPR's Leila Fadel asked Gen. Frank Muth, head of the Army Recruiting Command, about the new strategies. 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. 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. 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. A night out can be fantastic and drugs can be great in one way, fashion in another, but nothing lasts. Men queued outside recruitment offices to join the army. We looked at who those people might be and what’s stopping them from joining the Army. What do you think has been the most effective recruitment campaign to-date and why? 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. Army 2020 Refine is the implementation of the Government’s Strategic Defence and Security Review (SDSR) commitments. Then we looked at what the Army can offer that hasn’t been used as much as it should have been before. then I’m not too worried, we slightly wear that as a badge of honour. But, given current levels of operational deployment, workloads on Service men and women in some areas are heavy." 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. 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. 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.. Every year since then, we’ve built on that core idea and the results have been stronger and stronger each year. It’s a huge ambition to have and it changes the way that you do the work. Like this article? Yet recr uitment and retention targets are not being met. New Capita system has left British Army recruits unable to register online. Army jobs has over 100+ roles to explore, from combat to engineer, medical or IT. 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. 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. 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. 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. So, the level and seniority and the number of stakeholders is one of the challenges that we have. 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. 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. 3. There are specific rules about age groups that you can target, but other than that it’s the same. 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. Subscribe to the Contagious newsletter and stay up to date with creative news, marketing trends and cutting-edge research. 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. Did you receive a brief for the 2020 campaign? (2007). British Army Recruitment for Commonwealth Countries: It is very easy for Commonwealth citizens to join the British Army. In a well-balanced recruitment strategy, employee referrals should account for about 40% of your hires. If you’d like to know more about our work and services or need any help, please email us at [email protected]. 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. The Army is always recruiting, and there are a wide range of roles available for both officers and soldiers. Some men failed the medical test. What challenges did you face along the way with the campaign and how did you overcome them? 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. 90% of UK adults are now on-line and 93% of 16 -24 year olds have a social media 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. Start a free trial now to save yourself time and money! 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. 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. 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. 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. Find your ideal job now. 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. 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. 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. The number of trained military personnel joining the trained strength is falling. Corfield, G. (2017). 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. 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 U.S. Army is looking for recruits in new places like Instagram and e-sports tournaments. 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. 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. Who is the brand’s target audience? 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. 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. -Mark Twain. In France the rate of unemployment is important so recruiting in the army is easy. 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. 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. The Department has achieved 98 per cent of its recruitment targets overall since 2000-2001. 1. 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. Lally: None that are different to our other clients, it’s just the universal industry standard. 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. 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. 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. The RAF and navy have effectively moved on. If so, please explain this brief – what was the challenge? 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. 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. 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. But, given current levels of operational deployment, workloads on Service men and women in some areas are heavy." Visit the Role finder to explore they types of role on offer. 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. 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. Corfield, G. (2017). 9 per cent also said they had left because they had not been deployed enough. The British Army's recruitment drive in 2017 targeted families with an average annual income of £10,000. "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. Lally: The target audience for this brand is really broad and has been consistent for years and years. Kean: That’s been a massive change over the past five years, we’ve learnt how to do that. It’s doing that by building on and reinforcing this core belonging platform to show people what being part … Using virtual reality also sends a message to recruiting prospects that the firm is on the leading edge of technology. British Army launches this year’s recruitment campaign. 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. 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. Things like drugs, drink and fashion are fun, but they don’t last for very long. 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. You can apply to join the Army, but then actually getting in takes a number of months. A lot of people will ask what is has to do with them and the answer is nothing, they’ve been through the process. 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. What has been your single greatest learning from the campaign? As a result, they’re very open to creating a strong position for themselves. 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. 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. What challenges did you identify this year? British Army and the challenges of recruitment. They get set the number that needs to be achieved in terms of applications by the Government and then that comes to us. Fill out, securely sign, print or email your british army application form download 2011-2020 instantly with SignNow. 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. 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. We’re there to stand for something and say that the Army believes in itself. If we’re offending Nigel Farage, the Daily Mail or Piers Morgan etc. 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. ", Sir John Bourn, head of the National Audit Office. Share. 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. 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. 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. Below are 12 different examples of recruitment posters used by the British to meet their wartime objectives. History doesn't repeat itself but it sure does rhyme.' Lally: In the past, the advertising was playing back to people what they knew and thought about the Army already. What were the key business objectives? 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. 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. As well as that, we did ethnography with the target audience to understand their lives and their world. Why do you think that this strategy has been more effective than previous tactics? MPs tear 'naive' British Army a new one over Capita recruitment farce But things are getting better, insists notorious outsourcer. 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