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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 process using Salesforce Marketing Cloud, enabling the Defence Force to capture and nurture potential applicants interested in a military career from the 100,000 inquires they had throughout the year.
This involved engaging prospects at events and schools to register their details and maintaining contact with them through timely and relevant content—showcasing the benefits of a career in the Defence Force and keeping it top of mind as a rewarding career pathway.
This approach ensured they remained inspired to apply, even long after their first engagement.
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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