The Royal Air Force is looking for a direct marketing agency to handle a below-the-line push aimed at boosting the number of engineers it recruits each year.
The RAF aims to undertake a direct mail campaign targeting university engineering students as part of its efforts to redress the current recruitment shortfall.
Director of recruitment and selection marketing Bob Jones said he would look to appoint an agency through COI Communications in the next few months.
The RAF recruits 5000 people each year, and is keen to improve its targeting of potential employees through direct marketing.
'There are problems in recruiting engineers across other industries, not just in ours, and we want to build a dialogue with future recruits,' said Jones. 'Direct marketing is one of the techniques we can use to help us achieve this.'
Previous RAF advertising has focused on the 16- to 30-year-old age group, and attempted to encourage young people to find out more about the benefits of a career in the service.
The RAF ran television and radio campaigns through J Walter Thompson in 1998, to promote the its Technician Apprenticeship Training Scheme.
These campaigns focused on the flying skills of RAF pilots.
Jones said there were no immediate plans for a further sustained above-the-line campaign.
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