News story

New Army recruitment campaign hits screens

A brand new Army recruitment campaign – 'More than meets the eye' – launches this weekend to kick-start Army recruitment in the New Year.

This was published under the 2010 to 2015 Conservative and Liberal Democrat coalition government

Soldiers on parade [Picture: Mark Owens, Crown copyright]
The Army offers unique opportunities for challenge and adventure

New engaging adverts will hit TV screens around the country today. The adverts feature real soldiers and officers from a diverse range of Army roles, including electricians, bricklayers and human resources (HR) specialists, and will demonstrate the incredible range of roles available in the Army, proving that there is more to the Army than just front line combat.

Also, the Territorial Army has now been rebranded as the ‘Army Reserve’. This is to help demonstrate its integration with its regular counterparts. The new campaign is the first fully integrated, joint recruitment drive for the Army and Army Reserve and seeks to capitalise on the New Year resolutions of those wanting to transform their lives with a more exciting and more rewarding career.

The campaign launches as new research reveals that 1 in 4 Britons are not satisfied with their current career. Of those not satisfied:

  • 30% miss a decent salary
  • 27% miss decent training and personal development
  • 25% want a more challenging and exciting role
  • 25% want the opportunity to travel with their career
  • 19% want to work while also gaining qualifications

All of these opportunities are available with a career in the Army or Army Reserve.

The research also suggested that a lack of awareness about Army life and the roles on offer could be stopping potential recruits from considering a career with the Army.

Only half know that a career in fitness, construction, HR or information technology could be pursued within the Army. While close to a third of people do not realise that part-time Army reserves are paid, and two-fifths do not realise that a commitment to the reserves is flexible.

Defence Secretary Philip Hammond said:

We are restructuring the Army to ensure regular and reserve soldiers are fully integrated into one force, training and working alongside each other.

In 2014, the Army will continue to recruit new full-time soldiers and look to increase the trained strength of part-time soldiers. Army reserves will be critical to mounting military operations in the future and we intend to grow the number significantly by 2018.

Trooper Marcus Cribb
Trooper Marcus Cribb [Picture: Crown copyright]

Chief of the General Staff, General Sir Peter Wall, said:

The Army offers people unique opportunities for challenge and adventure, both at home and overseas, during peacetime and on operations. It develops personal qualities that are key to success in any walk of life: leadership, judgement, determination and physical stamina.

January will also see the launch of a new simplified online application form, a more streamlined medical clearance process, and an Army fitness app, making it easier for potential recruits to join.

Trooper Marcus Cribb, aged 23, has been a reservist for 4 years and has already taken advantage of the many opportunities that the Army has to offer. He is in full-time higher education, studying project management, and works as a Challenger 2 tank driver part-time for the Army. He also features in one of the new TV adverts.

Trooper Cribb said:

Being in the Army has opened up so many opportunities that I wouldn’t have achieved elsewhere. I’ve gained new skills and had the opportunity to travel to Switzerland, all of which has been done part-time.

My university has been supportive of my role in the Army alongside my studies and I’m keen to bring all of the skills and qualifications that I’m gaining in the Army to my studies and future full-time career.

Not many people realise that reserves have all the same opportunities as regular soldiers, but we do. I would encourage anyone looking for an exciting challenge and new opportunity outside of their day job to join.

Published 11 January 2014