'Make Your Mark'

As one of the largest Australian Public Service departments, the Department of Defence need to attract and retain a quality entry-level civilian workforce, foster brand resonance, and promote a diverse and inclusive workforce. After a successful pilot campaign in 2022, Synergy Group was engaged to deliver the 2023 digital marketing campaign for Defence. We developed a unique employee offering for Defence graduates and STEM cadets and a new tagline, ‘Make Your Mark’ – an evolution of the pilot campaign’s ‘fingerprint’ concept. The campaign was in market in February–April 2024 and saw a significant increase in applications, reach and engagement.