Casestudy
Attracting, recruiting and retaining a generation of Naval personnel across all digital touchpoints
At Great State, I oversaw the creative and XD across all digital services, campaigns and content for The Royal Navy, Royal Marines and Royal Fleet Auxiliary. A four-year programme of digital transformation, brand building and personnel support.
Royal Navy recruitment is diverse and complex; Commandos work alongside chefs; nuclear engineers share rooms with writers. The recruitment strategy needs to be as varied as the people they’re recruiting. I’ve spent weeks on bases, nuclear submarines and battleships – meeting everyone from admirals to school-leavers to understand the roles and motivations of those who serve.
I’ve shaped dozens of recruitment campaigns, re-imagined application journeys and steered huge programmes of content creation, to ensure people find a version of The Royal Navy that resonates with them personally.
Naval recruitment
Royal Navy recruitment is diverse and complex; Commandos work alongside chefs; nuclear engineers share rooms with writers. The recruitment strategy needs to be as varied as the people they’re recruiting. I’ve spent weeks on bases, nuclear submarines and battleships – meeting everyone from admirals to school-leavers to understand the roles and motivations of those who serve.
I’ve shaped dozens of recruitment campaigns, re-imagined application journeys and steered huge programmes of content creation, to ensure people find a version of The Royal Navy that resonates with them personally.
The silent service campaign
A multi-award-winning campaign to improve recruitment rates for the Royal Navy’s secretive ‘silent service’. Using the lack of sharable information about the role to our advantage to turn intrigue into interest.
Sounds of the sea
During Mental Health Awareness Week, we created a campaign to help communicate the importance placed on mental health within the Royal Navy and drive serving personnel and families towards supporting information. The campaign subverted traditional social media formats, creating 5 minute videos encouraging people to stop scrolling, take 5 minutes to themselves.
Role videos
A multi-award-winning campaign to improve recruitment rates for the Royal Navy’s secretive ‘silent service’. Using the lack of sharable information about the role to our advantage to turn intrigue into interest.