The British Army is no stranger to impactful recruitment marketing, using TV ads and other marketing campaigns to generate thousands of applications per month. But it was experiencing challenges when moving candidates from considering the Army as a potential employer, to actually exploring the job opportunities as they become more inclined to apply. Most of these potential candidates were between the ages of 18 and 24, and required nurturing and educating about the possibilities of an Army career.

It was decided to stage a series of four ‘live’ events over four days, filmed in an operational hangar at Larkhill Garrison. This would cover every aspect of Army life. Offering this as a digital but live event encouraged more people to join and engage and was different to other marketing the Army had used before. The content of the event would be relevant, bold and authentic, letting the audience into areas they would never normally see. The event exclusively featured serving soldiers rather than professional presenters, and was hosted on the ON24 events platform so the audience could ask live questions. Pre-made films kept people engaged and finished with a Q&A section.

Each event covered common topics asked by potential candidates, such as what roles they are suited to, the need for visible role models for under-represented groups, and options such as joining the Army reserves. The events attracted more than 2 million impressions on Facebook and Instagram, and thousands of registrants and almost 1,000 attendees. Post-event, candidates spent three times longer on the careers site and the bounce rate dropped significantly.