Recruitment is critical to the strength of the British Army and national defence.
In 2021 the Ministry of Defence set out its new long-term vision to: "reshape our Armed Forces to become a force fit for tomorrow's battles, not fighting yesterday's".1
Unlike typical brands where long-term strategy fuels short-term results, when it comes to Army recruitment, the short-term is of heightened importance to the long-term.
Missing recruitment targets today creates gaps in training that can't be filled retrospectively, creating a negative impact for decades to come.
The MoD's long-term vision relied on the short-term success to drive applications...