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New Zealand Defence Force
Recruitment Engagement
To maintain a strong and capable workforce, the Defence Force needs to recruit approximately 900–1,000 new candidates each year.
My role was to develop a digital customer journey using Salesforce Marketing Cloud to capture, engage and nurture potential applicants from the approximately 100,000 enquiries received each year.
This involved engaging with prospective candidates at events and schools, encouraging them to register their details, and maintaining contact through timely, relevant content. The content showcased the benefits of a career in the Defence Force and kept military service top of mind as a rewarding career pathway.
This approach helped keep prospective candidates engaged and motivated to apply, even long after their initial interaction.
defencecareers.mil.nz
Responsibilities:
Current state: Scope existing customer journeys with relevant stakeholders.
Future state: Develop ideal customer journey framework and present vision to executive team and recruiters around the country.
Project managed Deloitte - 3rd party Salesforce developers. Develop communications plan to ensure recruiters understand new work flows.
Results:
Increase the number of potential leads from existing prospects. 15k – 17k year on year (10%.)
Increase the number of people applying. 7k – 8k year on year (10%.)
Recruiters spending more time with suitable prospects for a career in the Defence Force. And less time with prospects that are not suitable.
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