Navy Social
A social-first recruitment experience fit for Gen Z
The Royal Navy recruits year-round, but with fierce competition for Gen Z talent, attracting the best young recruits was more challenging than ever. As part of a wider recruitment programme, the Navy was using Instagram to connect with this vital audience, but there was an opportunity to boost engagement. We used our annual Navy Instagram takeovers to overcome a clear challenge: stand out in a content-saturated world and show Gen Z why a career in the Navy was for them.
We started with three things we knew about Gen Z: They’re sceptical of inauthentic messaging; they’re quick to turn away if content doesn’t meet their needs; and they don’t just like to watch – they like to get involved. So, we reimagined their feed into a real-time, interactive experience, using Q&As, polls and quizzes to pull audiences into Navy life. No scripts. No filters. Just unvarnished, unscripted content in different situations that let them see themselves in the uniform, all filmed on an iPhone for real-life, relatable quality.
Every activation aligned with key strategic pillars: people, purpose and potential. We put the spotlight on the diverse individuals who make up the Navy, the pride and protective purpose of service, and the life-changing opportunities a naval career can offer. To bring this to life, we took audiences inside HMS Raleigh’s basic training, Britannia Royal Naval College and the Commando Training Centre, answering their real-time questions and breaking down barriers to entry. We showcased inclusivity with the LGBTQ+ Compass Network at Pride London and highlighted specialist roles in the Medical Branch on International Nurses Day.
Instagram’s in-platform features made the recruitment funnel frictionless. Engagement patterns shaped our iterative approach, ensuring content felt native, not forced. This wasn’t just a campaign - it was a social-first recruitment experience.
The impact was game-changing. Applications surged 420%, engagement rates jumped from 1% to a record 12.4%, and we drove 7.7 million organic impressions with over 750,000 direct interactions. Website applications rose 109% year-on-year, with conversion rates up 45%.
Our takeover success transformed the Royal Navy’s recruitment strategy. Their social blueprint became a repeatable, scalable model, now executed in-house across all digital channels. One parent summed it up best: “Love seeing all the posts - my son is 11 and now wants to join the Sea Cadets.”
By letting Gen Z experience the Navy for themselves, we turned social content into real career inspiration - proving that showing beats telling every time.