Every year, apprenticeships kickstart thousands of successful and fulfilling careers, yet they don’t get the status they deserve. As a big player in the apprenticeship space, the RAF wanted to do something about this, so partnered with careers hub Not Going to Uni (NGTU) to create a 12-month content programme. The aim was to serve the needs of the Gen Z audience first and foremost, and to create a strong pipeline of candidates between both channels.

The overarching careers concept was ‘Find your Force’, promising early talent the chance to build their confidence, to demystify what it’s like to work in the RAF, and to showcase potential career paths. The 12-month content programme was cut into micro-segments such as short explainers, live discussions for parents and podcasts, to be distributed across NGTU channels. There was even a cookalong with RAF chefs.

Across two seasons, the podcast had 21 guests and hundreds of thousands of views. The content programme overall produced 345 videos for both organic and paid distribution, which were shared across the NGTU website, socials and emails. They were also distributed across Instagram, Snapchat, Twitter, YouTube, Facebook and Google, generating an impressive level of applications from women and black and ethnic minority candidate.