For the first time, the Canadian Forces is using social media to bolster recruitment.
The campaign, developed by Montreal-based BCP, targets 18- to 34-year-olds, focusing on skilled-trade jobs within the Forces. TV, print and OOH ads rolled out midway through January, and the digital component centres on a branded YouTube channel with six video testimonials from Forces members working in specialized fields in need of recruits.
‘People who know what the Canadian Forces members do on a daily basis are more likely to join,’ says Thomas Lecordier, associate GM and senior strategic planner at BCP. ‘It’s not all about combat.’
Banner ads on job posting sites, an SEM initiative and a YouTube masthead ad support the digital strategy, which is set to run until the end of the month. BCP also handled the media planning, while Cossette handled the media buy.
