RAF recruitment - Fighting for the few

Jeremy R D Davies, Andrew McCowan and S A Carter

1995-6 recruitment advertising for the Royal Air Force. Brief review of traditional strategy and advertising during the 1970s and 1980s, leading to changed situation as defined by the government reports 'Options for Change' (1991) and 'managing People in Tomorrow's Armed Forces' (1995).
Agency: J Walter ThompsonAuthors: Jeremy R D Davies, Andrew McCowan and S A Carter

RAF recruitment - Fighting for the few

THE RIGHT NUMBER, OF THE RIGHT QUALITY, AT THE RIGHT TIME... AND RIGHT NOW

In all recruitment advertising there is a pipeline effect, whereby a large number of potential recruits are fed into a recruitment pipeline from the end of which, after a given period of time, only some of them emerge as actual employees (see Figure 1). The purpose of this paper is to identify the specific contribution made by the recruitment advertising...

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