U.S. Air Force: Airforce.com

This case study explains how the US Air Force boosted recruitment with a redesigned website that featured career choices and personalisation.

Advertiser: U.S. Air ForceAgency: GSD&MCountry: USA

Objectives

Our singular objective for the Air Force is and always has been to recruit the best and brightest young men and women for service in our nation’s defense. In 2015, the United States Air Force faced its toughest recruiting climate in decades. The needs of our country’s defense required 31,507 additional Airmen—a 27% increase from the year before—without an increase in recruiting force or marketing dollars.

To complicate matters, the Air Force is outmanned by Army recruiters eight to one, all competing for the same pool of recruits...

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