Agency: J Walter Thompson Authors: 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 of the Royal Air Force in 1995/96 in ensuring that the recruitment requirements of the RAF were fully met. It is not simply a question of volume of response: the success of the advertising rests on its ability to ensure potential recruits are:

  • Applying in the right quantity.
  • Of the right quality.
  • Applying at the right time.