Shifting perceptions and driving applications, with Australian Defence Force

OBJECTIVES

The Australian Defence Force partnered with The Careers Department to shift how young Australians think about a career in defence.

The goal: break down the unconscious biases and misconceptions for careers in defence, including showcasing the breadth of careers available; in aviation, engineering, technology, medicine, intelligence, and logistics.

PARTNERSHIP INCLUSIONS

The Careers Department produced a podcast series built entirely around authentic, first-person stories from real ADF professionals. To capture these stories, the team travelled from Wagga Wagga to Canberra to Brisbane; conducting in-person interviews with serving personnel across a range of roles and career pathways.

Each interview explored what drew them to the ADF, what their training looked like, what a typical day actually involves, the moments in their career that have stuck with them, and what they would say to a young person considering the same path.

The series was researched, produced, hosted, and distributed by The Careers Department directly into Australian high schools nationally; meeting students inside the classroom.

RESULTS

The series reached students at the exact moment career decisions are being made; and the response reflected that. Liam, a Year 10 student from Orange NSW, shared, "I always thought the ADF was just about combat, but the podcast with the aviation officer showed me a whole different side to the industry. I had never considered this career before, but I am going to look into it now."

Liam's response captures what the campaign was built to achieve: not only to build awareness, but to encouraging students to research career options thoroughly.

LEARNINGS

Authenticity is the most effective recruitment tool available.

A student who has heard a real person talk about their real career; the unexpected moments, the pride, the path they never anticipated, is far more likely to take that next step than one who has seen a billboard or a brochure.

For the ADF, reaching students through a format they trust and in a setting where they are already engaged in thinking about their future offered a unique communication channel from traditional forms of advertising.