Culture-led creative making emotionally intelligent work for the brands of tomorrow.
From there, they explore a topographical career map like a game, revealing tailored films and stories pulled from more than 3,000 pieces of content. Each step further refines their profile, building them a role-readiness score. Enabling candidates to see beyond a job—and see themselves in the ADF.
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Results
–28.6% drop-off rate​
+50% career consideration
+65% retention rate
+33% favourability
Just 7% of Australian youth express interest in applying for a career with the Australian Defence Force. And even then, 70% drop off during the process. With hundreds of jobs to choose from, it’s hard to figure out what you want to do before you’ve even figured out who you are and what you’d be good at.
So, we flipped the journey, creating an immersive, gamified, data-driven experience that personalises content to match candidates to their best-fit roles. They begin with a psychometric quiz to discover their strengths and what truly motivates them. Then, their unique profile is matched to over 300 career paths that evolve with every choice they make.
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