Capita and the British Army
Transforming the recruitment experience
Ten years in three months
Gen Z presents a fresh challenge for the British Army.
Mobile-first, empowered, and decisive, the next generation of recruits are the leading experts in digital. Against the backdrop of an unpredictable UK employment market and a general lack of knowledge on the British Army, the digital recruitment experience is the mid-funnel, make-or-break moment for Gen Z. Untouched for ten years, the Army Jobs website would need to be transformed into a cohesive and surprising digital customer experience. We did it in just three months.
Mid-funnel momentum
Capita and Great State collaborated on a future-facing roadmap that connects hesitant applicants to a singular narrative, transforming the recruitment journey through relevant content, self-discovery, and creative continuity. Capable of supporting the Army’s integrated campaigns and backed by robust technical architecture, the new Army Jobs experience is as fast, flexible, and deployable as an infantry unit.
Offline meets online
Candid photography and authentic tone of voice set the stage for an inclusive Army Jobs experience, earnestly reflecting the organisation’s values of selflessness and integrity. A once brooding and domineering colour palette is now energised by a kinetic and invigorating orange, quietly balanced by traditional Army khaki. Users will find discovery intuitive, with key career paths signposted in navigation and the most meaningful content now digestible and up-front.
Move further along the journey and an in-depth picture of 24/7 Army life begins to emerge. With their most important concerns addressed, potential recruits are guided to the enhanced role finder, redesigned from user research – making it easier than ever to find your ideal role from more than one hundred. Seamlessly connected to offline campaign efforts, and capable of innovating to meet the needs of future recruits, Army Jobs is a digital customer experience built to equip users with the knowledge and reassurance they need to start their career.
