The British Army recently launched its latest recruitment campaign ‘Your Army Needs You’ and the results have been encouraging, despite earlier controversy.
The campaign is comprised of a series of posters and adverts and designed to show that the Army looks beyond stereotypes and recognises peoples “need for a bigger sense of purpose”, according to British Army Major General Paul Nanson.
According to official figures from the Ministry of Defence the Army had 9,700 applications in the first three weeks of January, a five-year high compared to 5,437 the previous year.
The surge in the number of recruits comes amid what many referred to as controversial attempt to appeal to the younger generation. The controversy appears to have been short lived however, the campaign appears to be working.
More information came to light after Alex Sobel, the Labour/Co-operative MP for Leeds North West put forward a written parliamentary question:
“To ask the Secretary of State for Defence, how many inquiries the British Army received as a result of its recruitment campaign referring to millennials, binge gamers, phone zombies, and snowflakes.”
Mark Lancaster, the Minister of State for the Ministry of Defence, answered:
“The latest Army recruitment campaign has received a very promising amount of interest, evidenced by the high number of hits to the Army jobs website and increased applications since its launch.
In the first five days of the campaign applications to join the Army were more than 20% higher than the comparable period last year, and 35% more than 2017. While it is premature to assess the success of the campaign, early indications suggest a strong start in attracting candidates to join the Army.”
The British Army insists the entire advertisement campaign is focused around ‘unlocking potential’ and is designed to illustrate a sense of ‘belonging in a team where anyone can do something that matters’.
It appears to be working.