Case Study
British Army
Supporting Our Nation’s Defence
Transparent
Proactive
Results-Driven
Overview
“They understood the constraints we were working within and delivered something practical that works.”
Background:
The British Army Reserve consists of regional units across the UK, responsible for recruiting and training part-time soldiers to support national defence operations.
The Challenge:
Army Reserve units faced a combination of structural and operational challenges when it came to recruitment. Processes were heavily reliant on national campaigns and physical recruitment events, which were often high cost, time-intensive, and not always aligned with local audiences.
At a unit level, there was limited ability to trial new approaches due to public sector constraints and internal bureaucracy. Recruitment methods were becoming outdated, with long planning cycles (typically six weeks per event) and an average cost per lead of around £500.
There was a clear need to modernise, finding ways to reach potential recruits on the platforms they already used, while maintaining the integrity and structure required within the organisation.
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Results
We have transformed recruitment from event-led to an always-on digital process, enabling ongoing engagement, re-engagement, and lead tracking across units. We established a scalable system now used across multiple regions, and now into the Regular British Army space.
Solution
Working initially with 4LANCS during COVID-19 lockdowns, when physical recruitment was not possible, we developed a fully digital recruitment process.
This approach was built around paid social media, designed to reach and engage potential recruits in a way that felt native to their online behaviour. From there, we created a structured journey supported by a CRM system, allowing units to track, manage, and nurture leads over time.
We introduced systems to identify candidate intent and motivation, enabling tailored communication and follow-up. Physical recruitment was then integrated into the process through tracked QR codes, connecting offline activity back into the digital journey.
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Following the success of this approach, our director presented the model to senior leadership, including the General Officer Commanding for recruitment and initial training (ARITC). This led to adoption across multiple Army Reserve units nationwide, and opened the door to recruitment for Regular units.
“Recruitment within this environment isn’t simple, but Invoke approached it in a way that was both structured and pragmatic. They’ve helped move things forward in a meaningful way, and the results we’ve seen reflect that.“
– Major Steve Tickle, British Army
Industries
As a marketing agency, we don’t pigeon hole ourselves into specific industries. We believe variety is the spice of life, and being able to market businesses in multiple industries provides insight and creativity that can be applied to different markets.
That being said, we do have a proven track record of marketing success worth shouting about in the following key industries.
Some of the people we work with to deliver exceptional marketing…
