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The RAF not only wanted to reach more potential recruits but also wanted to better prepare them prior to the very thorough interview and selection process. So informing and engaging applicants was the key for this LIDA (M&C Saatchi) ideas, strategy and production piece.

By understanding the career decision-making process we were able to provide a suite of web properties aimed at discrete audience groups – giving information, training and encouragement to potential recruits. We also spread our message further by linking in with external social network properties to broaden the appeal.

Examples of this suite include the virtual video interview, interactive job role information and various games based on real scenarios.

In 2008, applicants were up (a recent Gunner campaign exceeded targets by 134%) and the success rate of those applicants has increased 23%, indicating that they are now better-prepared for interviews.