What You Can Learn From The ADF's Recruitment Films
Crafting a recruitment film (that works) is one of the hardest tasks in video production and marketing.
You need to cover a wide range of differing roles within an organisation, meet this with your unique value proposition to employees, and it has to be done in a creative manner that bypasses the ‘antibody’ guard of a viewers, who have become immune to advertising.
If your business is Government driven, you’ve got a whole other challenge ahead of you – having to overcome the above, as well as the perception that Government careers are stale, lack innovation and involve minimal career progression.
So then how have the ADF (Australian Defence Force), overcome both of these huge challenges, in trying to recruit staff whilst simultaneously being a Government led organisation?
It’s all to do with their terrific use of brand films.
The Recruitment Goal
In 2016, the Defence White Paper, gave the ADF the target of recruiting 62,400 full time staff over 10 years. In the 2021 Census, there were 84,865 current serving members of the ADF. The recruitment has been working.
On average, the ADF recruits 8,000 people a year. A number created as a result of between 70,000 and 80,000 annual applications.
However, the success of the ADF recruitment campaigns are based on historical numbers. Their workforce is still shrinking by 7% year on year, meaning they continue to need to promote their workforce through recruitment films.
The Films
The ADF have crafted many recruitment films over the past decade.
A recruitment film is a mix of three of the five brand films types: Education Films, Social Proof Films, and Promotion Films.
Here are a few examples of their best and most successful recruitment films.
Navy: 7 Days In The Life Of A Sailor
RAAF: 'Up There'
Navy: What Will You Bring?
Navy: live A Story Worth Telling
Why Do Their Films Work?
The ADF recruitment films have been largely successful, meeting the goals of the Defence White Paper, despite the 7% decrease in workforce annually.
The reason they have been so successful, and the reason why they work, is because they follow the brand film structure extremely well.
Their True Product
For starters, the ADF have asked themselves “what is it that we are really selling as part of a career in the ADF?”
They haven’t stayed surface level here, and that is so important.
On surface level, it’s easy to say they sell protection to Australia, travel across the world, hard labour and limited time spent at home with family and friends. There are of course many other potentials.
Whilst this is the truth, it is isn’t sexy, nor is it appealing to their age demographic of 18-24 year olds, who, these days, are interested in constant learning, progression through organisation and flexibility in work.
So instead, they dived deeper (excuse the pun). They found out what it is they really sell. They sell adventure, action, an active lifestyle, travel, all whilst doing important, rewarding work that supports Australia and Australians.
Can you see why this is so much more powerful?
Their Impact
From here, in each film, the ADF have determined a SINGLE impact of a career in the ADF.
In the ‘Up There’ campaign, the impact the ADF have focused on is ambition, where your skills and capabilities can reach new heights – who doesn’t want that!
The Emotions
Every impact has emotions associated with them. In the case of the ‘Up There’ film, and it’s impact focus area, emotions include pride, happiness knowing on is chasing their full potential, confidence, and a sense of achievement.
All of these are transmitted and communicated throughout the 1-minute film, through the voiceover, the visuals, and then sound design (music and sound effects).
Together, they give viewers a taste of what they can expect in a career in the ADF, and as a result, helps to attract viewers to become members of the ADF, as they build a sense of FOMO, and want to feel the emotions they’ve been taste tested, in reality.
Their Core Values
Ultimately, all defence forces are there to protect their country. This is no different with the ADF.
The ADF highlight this core value in the ‘Up There’ film, in the scenes of humanitarian aid.
This is important, as it connects with viewers who hold similar beliefs in relation to supporting and protecting others.
This helps the ADF to attract the right kind of members, ones who hold similar core values, and it weeds out the ones who may be ‘troublesome members’, and only coming for salary and high action.
Success Comes From Planning & Research
The ADF’s recruitment films have not been an overnight success.
They have conducted some very in-depth market analysis over the decades to understand not just what makes them unique and attractive, but also analysis into the psychology of 18-24 year olds, what they are after, and how they can best communicate that through films.
Brand films are extremely effective if crafted correctly, and the ADF campaigns are evidence of this.
Need A Hand Forging A Deep Connection With Your Clients?
It’s not always easy to forge a deep connection with your clients. Which is why we’re here to help.
Brand story films are your brand’s north star. They help you to make decisions internally, and act as the centrepiece of your marketing strategy.
If you’d like to learn more about how we can help you forge a deep, emotive connection with your consumer through a brand story film, contact us via:
didier@fixonmedia.com.au
+61 400 801 891
All the best,
Didier Le Miere
Director | Fixon Media Group