Advertising Agency Saatchi & Saatchi have released a new series of posters based on the popular Tetris Game in an effort to promote the NZ Army.
With the tag line “We’re after Leaders” the posters compare the strategy of playing Tetris to the skills needed to become a leader in the NZ Army.
I find it disappointing that recruitment marketing that trivialises the nature of leadership is being submitted by a quality agency (much less accepted by a military committed to its ethos and values).
Granted, a balance must be struck that appeals to the recruitment audience, but as with all good communications, it cannot be at the expense of the organisational (and operational) positioning.
Its simple but not easy!
It certainly feels like I’m looking at the easy option….creatives trying to push credentials into the market place rather than work hard to establish a less glamorous but substantially deeper value connection.
Potential recruits (NZA, military or otherwise), will not be every 18-21 year old. They will be predisposed with a value set that is close to, or substantially matches that of the organisation they are considering. Any recruitment marketing must use everything in its power to make it viable turning “awareness” to “consideration”.
Certainly nothing relating to the product (job) that answers the most basic questions in my head “What is it?”, “Do I bond with it?”, “Is it an option?”or “Is it my kind of thing?….let alone inspire me to find out more!
Bit of a shame really!