SYDNEY, AUSTRALIA — The Australian Defence Force (ADF), in partnership with creative agency VML and enterprise-leading end-to-end digital experience software partner Sitecore, has redesigned and significantly upgraded its career discovery and recruitment platform adfcareers.gov.au.
As the primary digital touchpoint in the candidate attraction ecosystem, the new ADF Careers website will help Defence Force Recruiting to deliver on its recruitment pipeline targets by enabling deeper and more intuitive career and job role exploration.
Jan Wiltshire, Commodore Royal Australian Navy and Director General DFR, commented, “The Australian Defence Force has ambitious recruitment targets to achieve by 2030, which requires a bold and candidate-first approach to acquisition marketing. The new ADF Careers website represents a key milestone in the evolution of Defence Force Recruiting’s offering.”
The new platform strategy and design were informed by an 18-month research program that highlighted the opportunity to help prospective candidates build a better understanding of the benefits that a career in the ADF offers, different entry pathways and requirements, and what a typical day in the life of a serving member involves before they apply.
“A role in the ADF is more than a job, it’s a career where you can make a real impact,” said Miles Cox, Chief Experience Officer at VML. “The new ADF Careers website showcases what life in the ADF is like in a more human way, providing candidates with tools and information at every stage of their journey so that they’re confident and excited to embark on a career where they will make a real difference. We’re very proud to have launched a platform that supports DFR in building the ADF’s future workforce.”
ADF Careers, the new employer recruitment brand of Defence Force Recruiting, has been brought to life on the website by showcasing real stories from serving ADF personnel, immersive content in an experience hub, and a career match tool that suggests potential job roles to prospects to drive application. The platform is underpinned by a robust design system and headless technical architecture built on Sitecore XP 10.3, a solution design that sets the foundation for scalable and sustainable evolution of the candidate experience.
“Sitecore is proud to be part of and support the Australian Defence Force’s new initiatives to increase recruitment and deliver a more intuitive and personalized candidate experience,” said Joey Lim, President of APAC and Japan at Sitecore. “We are committed to supporting our customers by giving them the power and flexibility to build intuitive digital experiences on a platform that scales with their objectives.”
The ADF Careers website launch follows the recent launch of the Royal Australian Air Force’s new brand campaign in March, Up There.
CREDITS:
Client: Defence Force Recruiting
CDRE Jan Wiltshire – Director General Defence Force Recruiting
GPCAPT Chris Ellison – Director Military Recruiting
WGCDR Fiona Van Der Snoek – Deputy Director Recruiting and Attraction
MAJ Sandy Campbell – Staff Officer Recruiting and Attraction
WO1 Jason Hayes – Staff Officer Recruiting and Attraction
Marc Unger – National Digital, CX and Social Media Manager
Veronique Fecteau – Digital and CX Lead
Brooke Jefferies – Digital and CX Specialist
Brandon Pearson-Hatfield – Digital Content Officer
Monica Tran – Digital Content Officer
Travis Hanson – Marketing Specialist – Tri-Service
Agency: VML
Enterprise experience platform partner: Sitecore
