British army targets millennials in new adverts

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The British army has a problem. The National Audit Office report found the number of full-time military personnel was 5.7% short of the required level, and that it would take a minimum of five years to close even part of the gap. As a result, the army has put more funding into their recruitment.

An adapted version of the well known ‘your country needs you’ remodelled for the current generation of potential recruits has been released.

 

Millennials often get a bad reputation for being self-centred and overly sensitive. The British army however, want to take a different perspective to these negative stereotypes to see the potential strength and qualities that a younger generation can add to them. Take for an example the “SELFIE ADDICTS your army needs you and you confidence”.

A key trend in millennials is the want of a job with purpose. In a recently released statement, Major Gen. Paul Nanson made it clear that their recruitment strategy is to address the potential for greatness that sits below the surface in an interview he said that “The Army sees people differently and we are proud to look beyond the stereotypes and spot the potential in young people, from compassion to self-belief,”.  He also included that “We understand the drive they have to succeed and recognize their need for a bigger sense of purpose in a job where they can do something meaningful.”

So have the army clocked onto something big here and managed to crack their marking strategy?

One important factor to keep in mind is that, who actually identifies themselves as a ‘snowflake’ or ‘phone zombie’? This could cause offence towards the target audience and have a negative impact. It has been rumoured that many members of the army have taken a disliking towards this new style of campaign and the boy used for the “snow flakes” ad has actually resigned since it was released. I am interested to see what other people feel about this so feel free to leave a comment in the section below.

 

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