ARMY CIVILIAN CAREERS

THE BRAND

Army Civilian Employees play a critical role in the success of the Army, with over 265,000 individuals working in over 500 professions.

CHALLENGE

Create a first-time knowledge base that bridges the Civilian offering
with what matters most to candidates: growth, meaning,
balance and benefits.

RESEARCH

Methods: Stakeholder Interviews, Segmentation, 4C

Key Finding: Despite a 247-year history as an employer, there is very little awareness of the Civilian brand, which has caused it to be shrouded by the baggage and misconceptions associated with the uniformed side
of the Army.

Candidate truth:
Candidates want a career that allows them to stretch their abilities and reach beyond their limits.

Tension:
Working for government entities is perceived to be rigid and inflexible.

Candidate truth:
Candidates are looking for careers that launch them towards long-term success.

Tension:
Army Civilian Careers is associated with a steep pathway to entry, and a slow-moving bureaucratic path to advancement.

PROBLEM

Due to a lack of fundamental knowledge, candidates see Army Civilian Careers as a demanding career transition for seemingly unclear returns.

TARGET AUDIENCE

The one’s looking to recalibrate their life without compromising it.

STRATEGY

You, Bigger: The platform to amplify your abilities and have a
global impact

Ambition +: The platform to realize your ambition and beyond.

Overall Strategic Direction: Give purpose to their ambition.

CREATIVE CAMPAIGN

Find your next level.

PERFORMANCE

XYZ