Transforming Perceptions: How DE&S Built an Inclusive, Modern Employer Brand

Business challenge

Defence Equipment & Support (DE&S), part of the Ministry of Defence, plays a vital role in equipping and supporting the UK’s armed forces. Yet, despite delivering some of the world’s most advanced defence technology, DE&S faced significant challenges in attracting top talent:

• Misconceptions about the organisation: Many candidates confused DE&S with the armed forces or the wider MOD, unsure of what a civilian career at DE&S entailed.
• Perceptions of a lack of diversity: Potential applicants, especially from underrepresented groups, doubted whether DE&S would be welcoming or inclusive.
• An outdated image: The civil service was often seen as traditional and uninspiring, failing to reflect the dynamic, innovative work happening at DE&S.

Our solution

To reposition DE&S as an employer of choice, we developed a bold, modern employer brand that cut through the noise and challenged outdated perceptions: 

• Humanising the brand: We interviewed employees across departments, sharing their stories and showcasing the exciting projects they lead, from nano-drones to next-generation robotics. User-generated content and quote carousels brought these journeys to life on social media.
• Championing inclusion: Our creative approach used inclusive language, diverse imagery, and visible role models. We highlighted DE&S’s commitment to diversity, showing that defence careers are open to everyone, not just those on the frontline.
• Modern, dynamic creative: The new look and feel was energetic and forward-thinking, reflecting the innovative spirit at the heart of DE&S.

We brought the new employer value proposition, “Your ambition leads here” to life across every channel with thoughtful, tailored content covering everything from inclusivity to innovation. Our deliverables included:

• A hero manifesto film
• Department-specific videos
• Pillar-specific animations
• User-generated content from DE&S employees
• Blogs
• Interactive Q&As on social media
• Poll ads
• Carousels

Results

The results were immediate and impressive:

• 15,701 views of the bespoke landing page in just six months
• Over 10.7 million impressions and 40,693 clicks across social, paid search, and programmatic campaigns
• 40% increase in Instagram followers
• 88% increase in views of the main careers site
• Significant uplift in applications from underrepresented groups:
• Ethnic minority: +4.10%
• Disability: +6.41%
• Female: +5.83%
• LGBTQ+: +4.97%

The campaign was successful in changing perceptions. Employee stories and inclusive messaging helped DE&S become recognised as a modern, welcoming employer where everyone’s ambition can thrive.

Industry Recognition

The work with DE&S was celebrated across the industry:

• Gold at the Employer Brand Management Awards 2022 (Manufacturing & Engineering)
• Gold at the In-House Recruitment Awards 2022 (Employer Brand)
• Finalist at the RAD Awards 2023 (Best Employer Brand – National)
• Finalist at the Recruitment Marketing Awards 2022 (Content Marketing) 

Conclusion

By listening to real employees, challenging stereotypes, and showcasing the true culture of DE&S, we built an employer brand that resonates with today’s talent. The campaign proved that with the right strategy and creative execution, even the most traditional organisations can become magnets for diverse, ambitious candidates