Direct communication to increase applications

When we gave Australian medical students the chance to speak directly to military medics at work, we had applicants for every vacancy.

The Australian Defence Force (ADF) was struggling to recruit specialised medics. In a highly competitive jobs market with falling public sector recruitment budgets, filling specialised roles was a challenge.

Our research showed that the best way to attract potential recruits was to offer them open, honest conversations with people currently serving. We launched 'Defence Broadcast', a members-only digital platform for interested young people to talk directly to ADF members at work.

The results were compelling: applications for 101% of the vacancies and 282% more cost-efficient than private sector recruitment.