Recruitment, Retention and Turnover, London: Chartered Institute of Personnel and Development. In France the rate of unemployment is important so recruiting in the army is easy. 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. 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: We’re not afraid of backlash. 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. 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. That target has increased each year that we’ve worked with them so far, so the challenge gets bigger. Lally: In the past, the advertising was playing back to people what they knew and thought about the Army already. These initiatives start to bring Army recruiting into the 21 st century. Subscribe to the Contagious newsletter and stay up to date with creative news, marketing trends and cutting-edge research. Will it be there for 10 years? Men queued outside recruitment offices to join the army. The RAF and navy have effectively moved on. -Mark Twain. 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. ... but it may be the biggest problem for recruitment into the British Army . Initial results show recruiting has increased in these cities over past years, but has yet to be maintained over time. 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. They’re very happy for us to talk about stuff that other clients might find controversial. 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. How does this build on the Army’s long-term recruitment strategy? 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. By continuing to browse you are confirming that you are OK with this. After all of these years, it’s finally an attribute that people recognise as unique to the Army. History doesn't repeat itself but it sure does rhyme.' People always talk about the physical confidence and fitness rather than the mental side and we felt we could tap into that. They also help us to define the core challenges that are happening for their audience and amongst society. The British Army is now the only institution doggedly committed to the youngest recruitment age in Europe. 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. (2007). Similarly, the British Army has seen initial success with the #YourArmyNeedsYou campaign. 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. Corfield, G. (2017). 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. 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. Kean: That’s been a massive change over the past five years, we’ve learnt how to do that. 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. Women of Britain Say Go Poster, ‘Women of Britain say – “Go!” ’, May 1915, by Parliamentary Recruiting Committee. 6. In fact, over half a year. [Online], Available: 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. Rhonwen Lally: Historically and traditionally, the Army has shown adventure, adrenaline and action in their advertising. Army 2020 Refine is the implementation of the Government’s Strategic Defence and Security Review (SDSR) commitments. Your country needs you to get this cool new face covering!Shop Now. Fill out, securely sign, print or email your british army application form download 2011-2020 instantly with SignNow. It is therefore vital that, in addition to the financial incentives offered, the Ministry of Defence maintains its focus on longer term measures. 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. 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 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. 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. Do Lord Kitchener proud. Supply Chain Management: Strategy, Planning & Operation, 3 rd Edition, New Jersey: Pearson Education Inc. CIPD. 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. Kean: We had three ideas on the table that we were looking at. Forces, the recruitment pr ocess, and the structure of initial training. Can you tell me a bit about the media plan that you had in place? It’s like any kind of cathartic process, they change as they are going through this experience. 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. Before, people just put the stuff out and hoped that they liked it. However, this does work as a fully integrated campaign through the year. It’s doing that by building on and reinforcing this core belonging platform to show people what being part … 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. Some men failed the medical test. What has been your single greatest learning from the campaign? 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 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. 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. Similarly, the British Army has seen initial success with the #YourArmyNeedsYou campaign. Share. 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. 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. 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. British Army Recruitment for Commonwealth Countries: It is very easy for Commonwealth citizens to join the British Army. That has made this broader group take notice of Army advertising again and reframe how they’d previously seen it. This story originally appeared on Contagious I/O, our online intelligence tool. 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. Find your ideal job now. 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. Lally: The target audience for this brand is really broad and has been consistent for years and years. 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. Has this changed or remained consistent over the past few years? 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. 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. What challenges did you identify this year? 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. MPs tear 'naive' British Army a new one over Capita recruitment farce But things are getting better, insists notorious outsourcer. 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. The National Audit Office believes savings of £24 million could be made if planned retention levels were met. 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 a huge ambition to have and it changes the way that you do the work. However, they must be part of a concerted, long term, effort to reengage with society beyond high-speed adverts. British Army Application Form. You might be just the person we're looking for. What challenges did you face along the way with the campaign and how did you overcome them? Things like drugs, drink and fashion are fun, but they don’t last for very long. 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. 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. 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. 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. 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.. 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. 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. 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. 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. A lot of people will ask what is has to do with them and the answer is nothing, they’ve been through the process. 90% of UK adults are now on-line and 93% of 16 -24 year olds have a social media profile. then I’m not too worried, we slightly wear that as a badge of honour. 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. 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. This article looks at stakeholder engagement and argues that the Army’s core strategy is the foundation of effective communication. 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. Did you do any more research other than speaking to soldiers to help inform the direction of the campaign? History doesn't repeat itself but it sure does rhyme.' They get set the number that needs to be achieved in terms of applications by the Government and then that comes to us. 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. If so, please explain this brief – what was the challenge? Supply Chain Management: Strategy, Planning & Operation, 3 rd Edition, New Jersey: Pearson Education Inc. CIPD. 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. 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. 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. 2. Every year since then, we’ve built on that core idea and the results have been stronger and stronger each year. "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’re not doing it for the sake of it, but it’s not unintentional either. 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. In a well-balanced recruitment strategy, employee referrals should account for about 40% of your hires. 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. 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. Yet recr uitment and retention targets are not being met. Can you please give me an overview of the army’s previous recruitment campaigns and how these have evolved over the past few years? Was that a concern for the latest campaign? They want to reach 18- to 24-year-olds for regular soldiers and then up to 35-year-olds for reserves. 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. What were the key business objectives? 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 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. 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. Lally: The insight came from speaking to serving soldiers when we asked them about how they had developed and changed through their time in the Army. 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. It’s never arrogance, but there’s a definite self-belief, there’s a confidence about them that’s in their body language. The British Army has recently launched a recruitment campaign aimed primarily at attracting new personnel into the Army Reserves. 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. 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 looked at who those people might be and what’s stopping them from joining the Army. Copy. They do believe in young people – there’s something very touching about that. Men queued outside recruitment offices to join the army. The U.S. Army is looking for recruits in new places like Instagram and e-sports tournaments. Designed to highlight the many roles that Reservists can play in uniform and opportunities for both professional and personal development, the … 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). 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.. Lally: There’s a number of macro societal challenges that we have to continue to tackle. 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. 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 a lot of opportunity to drop out and there’s a lot of opportunity for things to go wrong in that process. H owever, the data show that Britain’s armed forces may actually be suffering a retention, rather than recruitment crisis. Contagious uses cookies to ensure that you get the best experience on our website. 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. British Army and the challenges of recruitment. 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 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. The Army is always recruiting, and there are a wide range of roles available for both officers and soldiers. As a result, they’re very open to creating a strong position for themselves. If you’d like to know more about our work and services or need any help, please email us at [email protected]. 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. How the British Army transformed its communication strategy to reach a record-breaking number of applications in a single day. Some men failed the medical test. How did the creative idea for the 2020 recruitment campaign come about and why did you decide to execute it in that way? 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. 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. 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. We’re focusing on people who haven’t considered the Army as an option before. 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. Did you receive a brief for the 2020 campaign? 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. One is that in an ageing population, the pool of young people that we are recruiting from is in decline. Then we looked at what the Army can offer that hasn’t been used as much as it should have been before. There’s a way that they carry themselves, there’s a way that they talk. If we’re offending Nigel Farage, the Daily Mail or Piers Morgan etc. 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. 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. Who is the brand’s target audience? They’re secure in their belief of themselves; they believe that the Army is a great thing and does have a lot to offer. 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. Visit the Role finder to explore they types of role on offer. The U.S. and British Army's new recruiting strategies suggest two distinct approaches to recruiting young people for military service. 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. 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. 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. For example, a picture of a beer is accompanied by the caption ‘Confidence can last for the night or it can last a lifetime’. 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. 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. Gareth Corfield Fri 1 Mar 2019 // 11:44 UTC. 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. 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. Why did you decide to deliver this campaign with more traditional media formats and do you have any plans to evolve this going forwards? 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 Military (which the British Army is a part of) has continued the historic of recruiting soldier who are not British citizens into it military. Whilst there is a lot of traditional media, there’s a huge amount of non-traditional media too. Recruitment campaign come about and why Defence ’ s stopping them from joining the Army is within “ manning ”! Of recruitment liked it medical or it that core idea and the number months! Age groups british army recruitment strategy you can apply to join the Army internally about the media that... 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