Background
As a core part of the TA’s recruitment strategy, this set of CD-ROMs and website was developed to attract and retain high-value recruits (ie. people with specialist civilian skills sets) into Britain’s reserve forces.
Brief
The TA want people who are up for a challenge and have the spirit to carry it through.
In order to attract the right calibre of people, the design of the CD-ROM and website needed to provide enough of the right type of relevant information to enable prospective recruits to make informed decisions on whether the TA is right for them.
Solution
By creating an enlistment ‘journey’ via web, CD and visit to a local TA unit, prospective recruits are supported during the recruitment process (which can take up to 18 months).
The open, honest and straightforward tone of voice makes it clear what a prospective recruit can expect of life in the TA and the high production values indicate the value the TA places on each prospective recruit.
