The Army

Deploying social to make hard-to-hire roles easy.

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The challenge

The Army's top-of-the-funnel social combines broad-reach headlines with organic content showcasing Army life, skills, and careers. However, we realised that potential recruits for hard-to-fill roles such as intelligence and reservists often dropped off, as the leap from awareness to in-depth content was too abrupt, meaning the roles weren't attracting enough applicants.

The strategy

We needed to develop a proactive strategy to move candidates down a very specific part of the recruitment funnel. We needed to identify our target audience and create tailored content that made them aware of the opportunities, engaged them with specific content to drive to the careers site and prompted them to apply.

The solution

We created bespoke content for each role in order to identify interested audiences and take them through our funnel. Content included a mixture of stills, video and carousels based on insight-driven motivators and barriers and we optimised the formats and messaging throughout the campaign based on what was most effective to get candidates into the application mindset.

83% decrease in cost per started application

94% decrease in cost per submitted application

185% increase in application completion rate