The Army: BAME and Diversity

Following calls to hire 30% more recruits from an ethnic minority background by 2020, The British Army had a challenge on their hands. They recognised a real need to diversify their intake and approached TWI to start up a conversation with these minority groups.

How did we do it? Through desk-based research, focus groups and interviews, we examined in greater detail how The Army could improve their employer brand and recruitment messages to attract a more diverse talent pool, identifying which groups were more likely to be converted and delivering a comprehensive analysis on how to reach their 2020 goal.

Services:  Brand & Insight, Focus Groups, Interviews, Analysis

Year: 2015/2016