Testing
Recall of Recruitment Advertising: 2023-2024 CAF Awareness Campaigns
Executive
Summary
Prepared for Department of National Defence
Supplier
Name: The Logit Group Inc.
March
20, 2024
This
report presents the methodological details for the July 2023 Campaign
Assessment and the March 2024 Campaign Assessment for the Testing Recall of
Recruitment Advertising: 2023-2024 CAF Awareness Campaigns study conducted
by The Logit Group Inc. on behalf of the Department of National Defence (DND). For
each research wave, all respondents were from the Canadian general public aged 18-34.
A total of 1,000 respondents were included in the July 2023 post-campaign I survey
conducted between July 24 and August 7, 2023, and a total of 1,000 respondents
were included in the March 2024 post-campaign II conducted between February 29
and March 12, 2024.
Ce rapport est aussi disponible
en français sous le titre: Évaluation du rappel de la publicité de recrutement
: campagnes 2023-2024 Rapport de méthodologie
This
publication may be reproduced for non-commercial purposes only. Prior written
permission must be obtained from the Department of National Defence. For more
information on this report, please contact the Department of National Defence
at: POR-ROP@forces.gc.ca or at:
60
Moodie Drive
Nepean,
Ontario K2H 8G1
Canada
Catalogue
Number: D2-411/2024E-PDF
International
Standard Book Number (ISBN): 978-0-660-69681-2
Related publications (registration
number: POR 008-23)
Catalogue
Number (Final Methodological Report, French): D2-411/2024F-PDF
ISBN
(French): 978-0-660-69682-9
©
His Majesty the King in right of Canada, as represented by the Minister of the
Department of National Defence, 2024
A
robust recruitment marketing strategy is an integral component of fulfilling
the priority of maintaining the Canadian Armed Forces (CAF) and National
Defence readiness. The Assistant Deputy Minister (Public Affairs) (ADM [PA])
supports the recruitment strategy of the CAF.
Recruitment
marketing and advertising objectives include filling priority occupations,
recruiting Reservists, ensuring the CAF better reflects the diversity of the
Canadian population, and raising awareness of more than 100 careers that exist
beyond the CAF training, education, and career development programs.
The CAF’s 2023-2024 Awareness
Campaigns continue to target Canadians aged 18-34, with a goal of increasing
interest and consideration for CAF jobs by focusing attention on the relevancy
of its training, education, and career development programs.
The CAF recruitment
effort for this fiscal year includes one overarching awareness campaign, with
five supporting campaigns:
Awareness
o The intent of this campaign is to raise awareness of
more than 100 careers that exist beyond the CAF training, education, and career
development programs.
o Encourage young people (aged 18 to 34) to consider a
career in the CAF by highlighting training opportunities – a key factor young
prospects consider when choosing an employer.
o Inform the target audiences that a career in the CAF
could take many forms; long-term or short-term; full-time or part-time.
o Demonstrate that the CAF is a best in class,
professional employer that offers rewarding and challenging careers with
competitive pay and benefits, including: paid leave and education, training and
career development programs, adventure and travel, and transferable skills.
o Showcase the CAF as an inclusive workplace that is
working to reflect Canada’s diversity.
o Grow the Reserve Force.
Priority Occupations
o The intent of this campaign is to showcase specific
priority occupations (using civilian terminology) that offer millennials (aged
18 to 24) what they seek, which are namely jobs and rewarding careers that are
team-oriented and provide unique experiences and excitement.
o Drive traffic to the forces.ca website and ultimately
increase the number of applications.
o Reach out to college students and recent graduates and
make them aware of the link between civilian qualifications (e.g., IT skills)
and occupation trades available in the Royal Canadian Navy, Royal Canadian Air
Force, and Canadian Army (e.g. Sonar Operator).
o Fulfill CAF annual recruitment quotas as outlined in
the Strategic Intake Plan.
Indigenous
o The intent of this campaign is to raise awareness of
training programs and employment opportunities within CAF among Indigenous
people (aged 16 to 34), including skilled trade technicians, specialists, and
professional occupations.
o Drive traffic to the forces.ca website and ultimately
increase the number of applications.
o Incorporate cultural considerations when developing
communications for Indigenous peoples.
o Demonstrate how a career in the CAF can fit various
lifestyles by highlighting work-life balance, inclusion, job stability, and
part-time options.
o Highlight the future training opportunities available
during employment with the Reserve Force. After attending the Summer Programs,
some Indigenous people transition to the Reserve Force.
Reserves
o The intent of this campaign is to raise awareness of
CAF part-time employment opportunities (with voluntary operational deployments)
among 16- to 34-year-olds and diversity group members (women and Indigenous
peoples) at locations close to home.
o Increase national awareness of the Reserve Force.
o Inform target audiences of local events, employment
opportunities, local Reserve programs, and benefits pf joining the Reserve
Force.
o Highlight the lifelong training opportunities
available during employment with the Reserve Force.
Paid Education
o The intent of this campaign is to raise awareness of
paid education opportunities among 15- to 25-year-olds seeking post-secondary
education.
o Drive traffic to the paid education landing page on
forces.ca and bolster engagement with paid education information sources, such
as recruiters.
o Educate target audiences about the variety of paid
education programs available in their field of interest, and the subsequent
benefits of joining the CAF.
This research is mandatory,
given that the Treasury Board requires all Government of Canada
advertising campaigns that cost
more than one million dollars to be evaluated.
This study will assess post
recall of and reactions to the ad campaign for two phases of the campaign. More
specifically, the research objectives include:
1.
Measuring unaided recall of
CAF advertising;
2.
Measuring aided recall of
CAF advertising;
3.
Assessing the level of
understanding of the key messages of the advertising campaign; and
4.
Gauging the level of awareness of
who was responsible for creating the advertising.
Target Population
As
specified in the project’s Statement of Work (SOW), the
target audience of the 2023-2024 Canadian Armed Forces Recruitment Campaigns was
Canadians between the ages of 18 and 34. Data was gathered from a
general public panel modelling key demographics of Canadians within the
aforementioned age group. The July 2023 post-campaign I survey required an
average of five minutes to administer, while the March 2024 post-campaign II survey
required an average of approximately eight minutes to administer.
The
participation rates in each wave were 92.4 percent, and 95.9 percent, respectively.
The contact records for each wave were drawn from a national panel administered
by The Logit Group Inc. of Toronto, Ontario. There was a total of 1,000 surveys
completed for the July 2023 post-advertising campaign wave, and 1,000 surveys were
completed for the March 2024 post-advertising campaign wave. The July 2023 post-campaign I survey was administered July 24 and August 7, 2023, while the March 2024 post-campaign II survey was
administered February 29 to March 12, 2024.
The
survey data was collected to measure the recall and reaction to the 2023-2024
Recruitment Advertising Campaigns. As
per the standard methodology utilizing the Government of Canada’s Advertising Campaign Evaluation
Tool (ACET), the
data collected in the pre-campaign survey conducted in February 2023, served as the baseline for the July
2023 and March 2024 post-campaign surveys for the Awareness campaign. The July
2023 survey served as the baseline pre-campaign survey for the Priority
Occupations campaign, with the March 2024 serving as a post-survey.
Again, as per the
standard ACET methodology, both the surveys collected information related to
recall of the advertisement and its key messages, ad sponsorship, and what,
if any, action has been taken as a result of the ad. Post-campaign data metrics
in 2023-2024 will subsequently be compared by Government of Canada representatives
against the applicable February 2023/July 2023 baseline findings.
The
findings from this study are to be used by the Department of National Defence
to monitor the recall of the media campaign, the efficiency of the media
placement, and provide information to enhance the effectiveness of the
recruitment campaign. Given
that this online survey methodology used a non-probability sample, the data
collected cannot be extrapolated to the Canadian general public adult
population 18-34 years of age.
The survey entailed the expenditure of $38,425.37, including HST.
The
Logit Group Inc. offers this written consent allowing the Library and Archives
Canada to post, in both official languages, this Methodological Report.
I
hereby certify as a Senior VP of Research Services of The Logit Group Inc. that
the deliverables fully comply with the Government of Canada political
neutrality requirements outlined in the Policy on Communications and Federal
Identity and the Directive on the Management of Communications. Specifically,
the deliverables do not contain any reference to or information on electoral
voting intentions, political party preferences, standings with the electorate,
or ratings of the performance of a political party or its leaders.
David
Attard (CAIP)
Senior
VP of Research Services
The
Logit Group Inc.
David.attard@logitgroup.com
416-629-7263
