NZ Army Erecruitment Innovation through partnership

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NZ Army E-recruitment Innovation through
partnership

• 24 July 2002

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Who am I?

• Major Mike Shatford, Royal New Zealand Infantry
  Regiment
• Director of Recruitment Marketing
• Responsible for
• all external recruitment for NZ Army
• Marketing of NZ Army
• Developed and manage Army e-recruitment programme

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Brief Overview

• Organisational Profile
• The marketing challenge
• The technical challenge
• Partnership approach
• Progress Problems
• To the future

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Our core values

• teamwork
• loyalty
• initiative
• leadership
• service to the nation
• Kiwis Armed to make a Difference

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New Zealands Army

• Land component of New Zealand Defence Force
  (NZDF)
• comprising
• uniformed
• 4420 full time
• 2200 part time
• civilian
• 200 full and part time

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• Recruiting Mission
• Recruit the right people, at the right place,
  right time, for the right job and at the right
  cost to NZ Army

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About Army Recruiting

• Centralised management of full/part time
  candidates
• 1100 new uniformed recruits a year
• 14 regional locations
• four recruiting regions
• Faster and more effective recruiting to manage
  the talent pool of potential candidates

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Recruiting Locations
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Why the need for change?

• complex employment market
• decline in quality and quantity of military aged
  population predisposed and/or seeking military
  employment
• most western military forces struggling to meet
  recruit targets
• changing 90 years of traditional processing on a
  shoe string budget
• providing internal and external customer focus
  that acknowledged changes in the marketplace

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The Marketing Challenge

• Enlist 1100 new recruits each year
• communicate a positive brand, encouraging quality
  candidates to apply
• reinforcing Army core values for both the
  employment market and the organisation
• generate 100 percent enlistment within budget and
  timeframes each year

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Marketing Challenge (continued)

• maintain Maori and Polynesian enlistment numbers
  as a percentage of population
• Increase female recruitment to 30 percent of
  total enlistments
• Expand Army e-recruitment to achieve 95 of all
  leads and applications online

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The Technical Challenge

• implement a 24 x 7 mass programme that is cheap,
  robust and works
• off the shelf option rejected early
• provides an online platform that is
• seamless from start to end
• easy to access, simple to use
• removes all paper from the system
• speeds up the recruitment process
• meets both information privacy security needs
• secure

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Simplifying the Process

• Broken into stages
• enquiry
• application
• enlistment
• Uses self selection concept
• Removes replication of paper process
• Speeds up enquiry stage
• Allows focus onto application stage

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E-recruiting

• faster, better, more efficient
• automating the enquiry process
• Army Internet Site upgrade
• Army Rec Database
• Inbound Call Centre
• reduce paper, get recruiters out into regions
• focuses on quality candidates

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Components

• Web System and Recruitment System Relationship
  Diagram

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The Database Application
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Army e-recruiting?

• nine months of operation
• The statistics
• 17000 initial responses
• 8100 applications
• 4300 processed
• 620 enlisted
• Has reduced recruitment cycle from 3 months to 10
  days
• 78 of new candidates apply through call centre
  or direct to web
• direct response from medical and security staff

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How marketing and Army online is intergrated
Become Become Seek
Become Purchase Affirm
Aware Intrigued Info
a Lead
Decision
TV
Print
Radio
Online Media
Direct Mail (Letter email)
Direct Response TV
Events
Army Website
Recruiter Material Brochures
School Visits, Military Camp Visits
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Partnership Approach

• External providers filled gaps in existing NZDF
  capability
• relied on a can do approach from external
  providers
• Telecom providing bandwidth and connectivity
• E-solutions web hosting and set-up hardware
• Outwide developing the web application
• Telnet Services providing Contact Centre services
• Ceritas Digital providing the back-end
  relationship database and integration solution
  into NZDF HRIS

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Relationship management

• robust and clear SLAs
• a clear delineation of responsibility
• something will always go wrong, its what you do
  about it that counts!
• peace keeping and pragmatic approach to problem
  solving
• expectation management
• Common sense must win the day !

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The way ahead

• Army e-recruitment backend positioned to become
  NZDF wide recruitment platform
• greater interactivity between web and internal
  applications through web front-end
• appropriate relationship, one on one and viral
  marketing opportunities
• self selection assessment tools
• leverages between marketing operations to
  position Army at the leading edge of its
  employment segment
• linking into NZDF and e-govt information pool
• making the application process easier

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