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The British Army

Helping recruit better soldiers for the British Army in challenging times

The Locker magazine

The Army is no ordinary employer. The opportunities its careers offer are unlike any that can be found in other professions. For that reason, The Locker has to be a lifestyle magazine like no other.

For our latest issue, the task was showing the unique benefits of a career in the British Army offers, but in a style and language that speaks to The Locker’s audience – prospective recruits and those who influence their decisions. It was also crucial to present the unique skills and experiences to be gained as a lifestyle, as well as a career.

To get this balance right, issue three was structured around three key areas that underpin The Army’s ethos. Live your life, highlighting the opportunities for adventure that are on everyone’s doorstep; belonging, examining how fitting in is crucial to developing social skills for life; and skills, offering practical advice as well as showing the vocational benefits of an Army career.

From fine-tuning computer skills through gaming to getting into shape with workouts designed for the forces, the latest issue of The Locker showcases the best of The Army by combining aspiration with inspiration. Above all else, it highlights a lifestyle that you want to be a part of, and shows how anyone can achieve it.

“The brief for Haymarket was to build a lifestyle communication that broadens the reach and understanding of what being a soldier or an officer in Army is and challenge preconceptions,” said Sarah Morrison, from Defence Recruiting Services at Capita.

“The Locker has been really well received by our target audience and our internal audiences who use it as a tool to support candidate conversations. We’re excited to see how we can grow the channel and continue to support the recruiting activity.”

256 Reasons to join the Army

256 Reasons to Join the Army is designed to capture the imagination of teenagers in Further and Higher Education, showcasing the breadth of career opportunities in the Army. We organised an exclusive three-day photo shoot featuring individuals and teams from various regiments and divisions.

Our military models ranged from an entire Phase 1 platoon (30+ trainee soldiers) to a Light Gun, a Bomb Disposal Operator and even a regimental ram. Our aim was to present their stories in a heroic way, and photographing them all on a white background in the studio helped us to really focus on the soldiers, while making them seem accessible and their skills attainable.

  • Research shows that 74% of readers find the Army more appealing as a result of reading Army magazine

 

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