Airforce.com

The new-and-improved Airforce.com had an increased conversion rate of 47%, resulting in a 37% influx in (better quality) applications. Not only did this beat our 27% objective but, more importantly, it put recruiters well on their way to meeting their accession goal.

We built an innovative new platform that puts the U.S. Air Force on a sky-high pedestal. With the all-new Airforce.com, potential recruits embark on a digital journey through carefully curated content pathways tailored to their persona. The personalized experience is built around an intelligent UX design that inspires recruits to discover the best career opportunities with the USAF. Each career and content piece is served according to the profile and persona of the user, guiding qualified enlistees to a career that suits them earlier in the process. 

We created a website that acknowledges that you are an individual, and that is mindful of your actions. We carefully reviewed sites used daily by our audience to better understand their frame of reference in terms of interaction and personalisation. At the same time we looked at how our audience consumes content online and what formats work best to make things stick. 

At its core, the platform deploys methods of dynamic profiling that help us segment our audience and cater more directly to each segment’s need. And by designing a large variety of content templates, it’s easy to create bespoke pages that can tweaked as we learn more about the needs of our audience.

The United States Air Force relies on the talent of the best and brightest to continue to build an unparalleled military presence. Though the Air Force is the most technologically advanced branch of the U.S. Military, they’ve been outmanned and outspent by every other major limb of the military. The Army and Navy increasingly recruit what have historically been “Air Force kids”-STEM orientated, high academic achievers. Based on previous force reductions under sequestration, 2016 promised to be the most challenging recruiting climate in decades. Without an increased recruiting force, the accession goal would increase by 27%. Thus, we were tasked with finding a way to help Air Force recruiters get more and more immediately qualifiable leads as fast as possible.