Army 'rebranding' - More than meets the eye!

Forgive me if this already done - I can't find it, if so.

Tucked away in the BBC's news site there's an article on how 'we' are about to spunk another £7million on trying to fool the world at large how wise it would be to join the STABs, as was. And, just for good measure, another £7million on 'rebranding' the Army.

Millions of quid already fired down the range and masses of effort from lots of folk and the CGS's personal intervention apparently produced only 20 new bods for the Part-timers last year. Not exactly a resounding success.
 
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British Army launches 'rebranding' campaign
3 hours ago

The British Army has launched a publicity campaign to keep its work in the public eye, following the end of combat operations in Afghanistan.

The "Normal Day" campaign aims to explain to the public the roles the Army fulfils around the world.

It has been launched alongside a recruitment drive, aimed at attracting regulars and reserves.

Read more
Army launches 'rebranding' and recruitment campaigns
 
By Jonathan Beale, BBC defence correspondent

When politicians or organisations choose to "rebrand", you know something's going wrong. In the case of the British army it's the fear that after Afghanistan it'll disappear from the public eye. Its own polling shows most people have no idea what the army does other than fight wars.

With an election coming and more defence cuts on the horizon, the Army is having to work hard to remind people why it's there.

It's a two-pronged campaign. The other target is attracting new soldiers. Recruitment is proving to be difficult too without the drumbeat of war.

Last year the Army only managed to increase the total strength of the reserves by 20 - it was also more than 3,000 soldiers short of its recruitment goal for full time soldiers. These are worrying times for the Army's top brass.
 
By Jonathan Beale, BBC defence correspondent

When politicians or organisations choose to "rebrand", you know something's going wrong. In the case of the British army it's the fear that after Afghanistan it'll disappear from the public eye. Its own polling shows most people have no idea what the army does other than fight wars.

With an election coming and more defence cuts on the horizon, the Army is having to work hard to remind people why it's there.

It's a two-pronged campaign. The other target is attracting new soldiers. Recruitment is proving to be difficult too without the drumbeat of war.

Last year the Army only managed to increase the total strength of the reserves by 20 - it was also more than 3,000 soldiers short of its recruitment goal for full time soldiers. These are worrying times for the Army's top brass.



sounds good for me, about to send my application in. If their recruiting numbers are short better chance for me!


joining regulars not reserve
 
Their latest round of adverts are superb.

The current RN one is, certainly. Very clever. However, is the expenditure of £??million to recruit 20 reservists value for money? I wonder how many of those brave 20 stayed for more than a year or passed all their training?

ps Your avatar - do you mean to have the Union Flag flying upside down?
 
Rebranding also means widening the recruitment parameters, so making it all things to all people.

1. So for cyber security your recruit geeks with no need for all that sweaty shouty stuff
2. You open up front line roles to anyone who wants to do it, as boys don't seem to be keen to sign up
3. The LGT brigade are now openly welcomed. 15 years ago that was a closed market.
4 .And of course raising the age that reservist and specialist arms can recruit into.

All in all now is not a good time for the recruiting sergeant. We have an improving economy, more employment opportunities, a shortage of operational tours (at the moment!), total change and uncertainty on all fronts. And lets not forget a General Election in less than 5 months with defence cuts heralded after the election.
So chaps with all that uncertainty in the mix would you?
 

Subsunk

War Hero
Book Reviewer
The current RN one is, certainly. Very clever. However, is the expenditure of £??million to recruit 20 reservists value for money? I wonder how many of those brave 20 stayed for more than a year or passed all their training?

ps Your avatar - do you mean to have the Union Flag flying upside down?

It's a good gauge of how desperate the RN is that they've finally invested in a recruitment campaign that doesn't completely insult the intelligence of potential recruits. The production values are higher than previous campaigns, and the characters are actually people who you would want to have in the ship's company, not the sweepings off the street.

It would only take a colossal manning crisis to get their lordships actually thinking seriously about recruitment.
 
I believe we can trump both our older Services for s**t adverts. Unless you didn't know what a Typhoon looks like, of course, in which case they're amazing.

On-topic; how does one re-brand an Army? It kills stuff and when it's not killing stuff it tries to be useful at home or overseas, while training to kill stuff. Just like the Navy except 'sinking' replaces 'killing' etc...
 

2/51

LE
ps Your avatar - do you mean to have the Union Flag flying upside down?

Indeed. This was flying outside my local RBLS club on the morning it was announced that the name would change to Legion Scotland.

Whether it was a mistake or to let us know that the club was unhappy, I shall never know :)
 

2/51

LE
The current RN one is, certainly. Very clever. However, is the expenditure of £??million to recruit 20 reservists value for money? I wonder how many of those brave 20 stayed for more than a year or passed all their training?

To get a slot for an advert at prime time over several weeks will have eaten most of that budget.

The fact they are highlighting the humanitarian side of the Army is fantastic. As for the RN one, again, I think its a much better approach to getting in new blood....although they are suggesting that if you are in a dead end job you should join. I believe there criteria now is almost at a "degree required" level.
 

marabout

Old-Salt
Last year the Army only managed to increase the total strength of the reserves by 20

Of course that isn’t the full picture – they obviously recruited far more than that, but many more left. So the net increase was 20. It is difficult to reverse in one advertising campaign 15+ years of neglect and massive under investment of image and public understanding. Coupled with the Army’s CoC continuing belief that recruiting in the same manner that wouldn't have been out of place in the Napoleonic wars shows good activity and therefore makes everyone look busy. Busy – good, effect - not really important. However now there is considerable pressure from the Politicians to actually succeed which has caused a certain amount of consternation.

By using social media, local advertising, a decent role, word of mouth and placing decent stories in the press we have attested 36 in the last 8 weeks. The difference has been having a decent budget which can actually be spent rather than just MTDs.

The offer within the reserves isn't poor (yes some T&Cs need to be sorted to keep people) it is simply people don’t know about it. If they don’t know about it, they won’t consider attempting to do it, and when they do it takes so long to get in. The getting in bit is much better – hence 36 in 8 weeks.

I mean who the hell doesn't want to spend their weekends in tanks, underwater knife fighting, shooting shit, blowing stuff up or practising sorting post in a vaguely military environment…
 
Of course that isn’t the full picture – they obviously recruited far more than that, but many more left. So the net increase was 20. It is difficult to reverse in one advertising campaign 15+ years of neglect and massive under investment of image and public understanding. Coupled with the Army’s CoC continuing belief that recruiting in the same manner that wouldn't have been out of place in the Napoleonic wars shows good activity and therefore makes everyone look busy. Busy – good, effect - not really important. However now there is considerable pressure from the Politicians to actually succeed which has caused a certain amount of consternation.

By using social media, local advertising, a decent role, word of mouth and placing decent stories in the press we have attested 36 in the last 8 weeks. The difference has been having a decent budget which can actually be spent rather than just MTDs.

The offer within the reserves isn't poor (yes some T&Cs need to be sorted to keep people) it is simply people don’t know about it. If they don’t know about it, they won’t consider attempting to do it, and when they do it takes so long to get in. The getting in bit is much better – hence 36 in 8 weeks.

I mean who the hell doesn't want to spend their weekends in tanks, underwater knife fighting, shooting shit, blowing stuff up or practising sorting post in a vaguely military environment…
Have they improved the t&cs with regards to job security when deployed or on training?

Wasn't an issue for me, but the day job issue was for my friends who wanted to join
 

mso

LE
Of course that isn’t the full picture – they obviously recruited far more than that, but many more left. So the net increase was 20.

Which rather goes to show how woefully under-informed our regular brethren actually are...
 
My new advert, with no royalty payments requested.

Areas, fag break, cleaning, fag break, running, fag break, cleaning, fag break, shimfing, fag break, beer fag break, scrap in pub, fag break, adjutants orders....f*ck.
 
Try doing what the police are doing at the moment, make all potential recruits to the Regulars join The AR for 2 years until they are fully competent in the trade they have chosen.

Then allow them to apply for the regulars.

This shows their commitment. The difference being the Specials work alongside the Regulars whilst being trained so boost numbers on the street.

They do however work for 2 years on no pay and then have to pay for and study for a course at a local college, before they can even apply for the regulars with no guarantee of a job after that.

Cannot see that working in The Army.


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