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The Ministry of Justice
Armed Forces Recruitment Campaign
Enabling Armed Forces service leavers to take the next step from one remarkable job to another. With real stories shared and audience segment-tailored comms throughout, this campaign dramatically increased engagement and applications for the MoJ.
Applications
947
Applications Increase
645%
The challenge
Coming out of the Armed Forces can be a daunting experience, feeling you’ve lost a sense of purpose, structure and community. Ministry of Justice (MoJ) careers bring that feeling back – and more. But there was a lack of awareness around the range of opportunities and support available for service leavers.
The MoJ needed an authentic, audience-led campaign that increased engagement and repositioned them as an employer of choice within the Armed Forces community.
The main challenge? The target audience wasn’t one single demographic. It included service leavers, veterans, military spouses/civil partners and Reservists. Each group had very different motivations, concerns and barriers to employment.
And it wasn’t just about attracting more applicants. The recruitment process was resource-intensive because candidates often required extensive support to understand eligibility, gain confidence in applying and see how the roles could fit around military transitions or family circumstances. It was about attracting the right applicants and ensuring they were fully informed.
The solution
We created a recruitment campaign that spoke directly – and differently – to each audience segment. And it kept them informed and engaged through every stage of the journey.
Interviewing people across every target audience group gave us a better understanding of their personal stories, career transition journeys, barriers, concerns and motivations.
Basing our campaign on the stories they shared, the focal point of our campaign was film – including six audience-specific videos. Our media strategy focused on the channels and environments our audiences were already engaged with.
Tailored messaging for service leavers, veterans, spouses/partners and Reservists meant that each audience could see themselves represented in the campaign. They were hearing from people who’d been in their situation and knew how they were feeling.
To enhance the candidate experience, we continued the tailored communication throughout the recruitment journey to maintain engagement during the long hiring process.
Results
The campaign has repositioned the MoJ as an employer of choice alongside historically preferred Armed Forces employers like the police and fire service. It achieved the MoJ’s objectives of broadening their talent pool – reaching a wider audience, including spouses/civil partners and Reservists – and of increasing applications from quality candidates.
Ongoing, tailored communication has created a more engaging experience for candidates. And, because they’re applying with more confidence and feeling well-informed, the recruitment process is less demanding on MoJ resource than in previous years.
With 947 applications for the 2025/26 campaign compared to 127 in 2022, that’s a massive 645% increase. Remarkable engagement for a remarkable organisation.
Ready to outthink
the competition for talent?
