As part of supporting the French Navy in its recruitment strategy, Insign unveils the first advertising campaign of this collaboration around a strong promise: “Set Sail for a Life of Adventure.” This is a multi-phase initiative, with the first phase kicking off on March 9th with the release of the initial ads and promotional materials, both online and offline.

The new employer brand positioning “Set Sail for a Life of Adventure” was designed to highlight the unique and distinctive careers offered by the French Navy, both professionally and personally. This first wave of communication is aimed at enhancing the awareness and image of the French Navy among its recruitment target and is part of a comprehensive marketing strategy, rolled out across physical and digital touchpoints in three stages:

• capturing attention, through messages and media that immerse audiences in maritime life and environment while emphasizing the values of the French Navy,

• encouraging consideration, by providing deeper insights into the employer's offerings through additional content on job roles and the variety of engagements available to young people,

• promoting conversion, by sustaining the candidates' interest over time with content that prepares them for the recruitment and training processes.

This will be complemented by lead generation activities aimed at converting potential candidates into committed sailors who are aware of the profession's benefits and demands. 

“We are very pleased with our collaboration with Insign, which is exemplified today by the launch of this first advertising initiative. It was a very enriching experience, both in strategy development and in the creative process, which together allowed for a distinctive result that meets the high standards and added value of our professions.”
Captain Mackara Ouk, Head of the Recruitment Service of the French Navy.

A new example of strategic HR marketing by Insign

In a highly competitive recruitment landscape, Insign supports the French Navy in defining and building a marketing strategy applied to HR to meet 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 at the CIRFA Marine, providing new tools, and activating operations to generate qualified leads;

• With influencers, using a program dedicated to their profession and role in guiding young people;

• Working with data, using new channels for analysis and understanding of results to allow continual improvement;

• Optimizing the candidate journey by implementing a relationship-based approach with prospects;

• With a differentiated marketing strategy according to targets and their specifics, addressing the diversity of profiles and talents sought by the French Navy.

Every day, Insign and the Navy Recruitment Service work together to optimize the recruitment process with a focus on efficiency and performance.

Drawing on over a decade of experience in this field for private, public, or leading institutions, Insign has developed a strong expertise in strategic HR marketing, with this new recruitment marketing strategy being a fresh example.

“We are particularly proud of the rollout of this ambitious and alternative recruitment marketing strategy for such an emblematic institution as the French Navy. Insign's ambition is to work daily to transpose the best of our marketing and business strategy practices to the field of human resources. We hope to thus contribute to helping the French Navy recruit and retain future talents.” Damien Schoennahl, Senior Partner at Insign.