The Leadership Studio | `Content Marketing Pod Ltd

UX Project

Find Your Force: Enhancing the User Experience for the RAF, with Content

UX isn't just about well designed websites - I've been involved in lots of those throughout my career. UX is also about a design-thinking mindset that creates experiences that help people.

I do this with content strategy and production. And this is why I helped create an audience-first content franchise that guided Gen Z toward apprenticeship opportunities through relatable stories and career advice - inspired by sport. All in partnership with Not Going To Uni and their content studio.

By creating 7 long-form episodes and 40 video clips that prioritised career advice over job advertising, the series reached 10.3M people, generated 105K streams, drove 76,900+ clicks to RAF listings, and resulted in 1,200 applications. And it won at the Recruitment Marketing Awards, the Lens Awards and was nominated in two categories at the RADs.

Background

My Role: Content Strategy & Production Lead | Crew Director | Marketing Channels Consultant

The Challenge: The Royal Air Force needed to earn the attention of Gen Z candidates who had the right skills and characteristics but wouldn't naturally consider the Forces as a career path. Traditional job advertising wouldn't reach this audience - they needed content designed around their needs and career journey.

User-Centred Content Approach

Audience-First Content Strategy

Partnering with Not Going To Uni, I designed a content franchise called "Find Your Force: The Career Potential Podcast".

This is as a content platform that put user needs first. Rather than promoting jobs, we created a resource that helped young people discover their potential through real, relatable stories and valuable career advice. All inspired by sport at the RAF.

a number one sign on the side of a building

Production Leadership

I directed the series evolution from audio-only podcast in Series 1 to full vidcast filmed across multiple RAF sporting locations - boxing rings, e-sports rooms, race tracks, and rugby pitches. My clear editorial strategy ensured authenticity, helping guests relax on camera and letting their personalities shine. For Series 3, we produced 7 long-form episodes (video and audio) and 40 video clips, giving the campaign both quality and quantity for multi-channel activation.

I worked with the Not Going To Uni Marketing Team to help ensure the content reached the audience where they naturally consume media.

A multi-channel plan included the Not Going To Uni job board, YouTube, Instagram, Spotify, and Apple Podcasts.

Note: We were unable to use TikTok due to national security regulations.