Armée de terre
Position the French Army as the largest recruiter in France
#data #elearning #marketingstrategy #designthinking #creativeagility #training
↳ Context
Every year, the Army needs to recruit over 16,000 soldiers, a colossal challenge in an ultra-competitive market where the expectations of young people are changing faster than ever. To keep up, they had to completely rethink how to attract and select candidates.
↳ Challenge
Provide a genuine candidate experience to foster engagement, enabling the Army Recruitment Service to achieve its goals.
↳ Strategy
Better explain the roles and the Army before enlisting to avoid disappointment and candidate dropout during the various stages of recruitment.
Goal: Increase appointment bookings for information sessions and showcase the range of roles early on, using a strategy based on three key elements:
Appointments: completely redesign initial interactions with the Army for greater efficiency and effectiveness.
Data: develop the first recruitment data lake in France: an intelligent system connected with the website and tracking tools.
Atomic Advertising: shift from mass communication to “digital-first” communication, highly personalized based on the audience, context, and timing of the ad release.
↳ A Nationwide Initiative
A program co-developed with field experts
↳ Regional visits to connect with CeR in Cirfa & GRS
↳ Candidate survey across 32 CIRFA locations
↳ Virtual roadshow with the 5 regions to present findings from field immersion & ↳ candidate survey
↳ Remote training for 300 CeR on the new scheduling tool.
↳ Content specifically designed for influencers
An immersive concept grounded in reality principles
↳ A campaign tailored to the habits of its target audience
↳ Filming in 5 regiments
↳ Launch of the new website sengager.fr
↳ Kick-off of the new recruitment campaign and its relational program newsletters.
"Insign helped us break down the barriers between digital transformation, employer branding, change management, and advertising performance, enabling us to connect our candidates and recruiters."
Lieutenant Colonel Fouilloux,
Head of Recruitment Marketing Division
