Marine nationale

↳ Context

La Marine nationale isn’t really seen as an option by young people because it’s invisible to them.
In this era of intense HR marketing, La Marine nationale needs to maximize its perceived value among young candidates, all while keeping up with their rapidly changing aspirations.

↳ Challenge

Highlight the unique lifestyle choice offered by La Marine nationale before discussing jobs and careers.

↳ Strategy

Create a marketing strategy applied to HR around a distinctive employer brand emphasizing adventure, a trait uniquely claimed by the French Navy.
Joining the La Marine nationale ensures professional adventures (technical training, personal development, discovering talents) and human experiences (exploring cultures, travel, collective adventure), it means “embark on a life of adventures.”

An acquisition strategy based on 5 pillars:

• A new expression territory using illustrations to enhance daily life and stand out amid the hyper-realistic recruitment communications by other market players. A connected and aspirational tone to engage the youth.

• The field, with the training of recruitment advisors at CIRFA Marine, providing new tools and launching operations that generate qualified leads;

• Influencers, with a system dedicated to their work and their role in guiding young people;

• Data, using new analysis channels to gain better insight and enable continuous improvement;

• Optimizing the candidate journey, through a focus on prospect relationships;