As part of supporting the French Navy in their recruitment strategy, Insign unveils the first ad campaign of this collaboration, centered around a powerful promise: “Set Sail for a Life of Adventure.” This multi-phase initiative kicked off on March 9th with the release of initial online and offline advertising spots and materials.
The new employer brand positioning “Set Sail for a Life of Adventure” was designed to highlight the unique careers offered by the French Navy, both professionally and personally. This initial wave of communication aims to enhance the Navy's reputation and image among its recruitment targets and is part of an overall marketing strategy. It unfolds across physical and digital touchpoints in three steps:
Capturing attention with messaging that immerses viewers in maritime life and underscores the values of the French Navy,
Encouraging consideration by deepening understanding of the employer's offer with additional content on occupational landscapes and the diverse commitments available to young people,
Facilitating conversion by maintaining candidate interest over time with content that prepares them for the recruitment and training process.
The campaign will be complemented by contact generation operations, aiming to transform potential candidates into committed Navy personnel who are aware of the benefits and demands of the profession.
“We are thrilled with our collaboration with Insign, exemplified today with the launch of this initial ad campaign. It was a highly enriching experience, both in developing the strategy and through the creative process, which together delivered an outcome that meets our high standards and the added value of our careers.”
Captain Mackara Ouk, head of the French Navy's recruitment department.
A New Illustration of Strategic HR Marketing by Insign
In a highly competitive recruitment landscape, Insign supports the French Navy in defining and building a marketing strategy tailored to HR to achieve its recruitment goals. This approach aims to deploy a distinctive employer brand/EVP through an acquisition strategy based on five pillars:
On the ground, with training for recruitment advisors in CIRFA Marine, providing new tools and activating lead-generating operations;
With influencers, through a strategy dedicated to their profession and role in guiding young people;
Leveraging data with new channels for analysis and understanding to enable continuous improvement;
Optimizing the candidate journey with relationship-building strategies for prospects;
Implementing a differentiated marketing strategy that adapts to the target audiences' unique profiles and talents that the French Navy seeks.
Every day, Insign and the Navy Recruitment Service work together to enhance the recruitment process, focusing on efficiency and performance.
With over a decade of experience in this field for leading private, public enterprises, or institutions, Insign has developed a strong expertise in strategic HR marketing, exemplified by this new recruitment marketing strategy.
“We are particularly proud to implement this ambitious and alternative recruitment marketing strategy for such an iconic institution as the French Navy. Insign aims to apply the best of our expertise in marketing and business strategy to the world of human resources every day. We hope to aid the French Navy in recruiting and retaining future talents.” Damien Schoennahl, Senior Partner at Insign.
