Description:

Picture this: the New Zealand Defence Force (NZDF) employs aircraft systems technicians, chefs, cyber specialists, photographers and so much more, yet most Kiwis only think of traditional military roles - soldiers, pilots, or sailors. This narrow perception meant many potential recruits weren't aware of the incredible breadth of specialised trades available, or the diverse opportunities for growth and development within each career path. Meanwhile, an outdated website experience made it challenging for job seekers to easily discover and explore these opportunities.

Working together with NZDF we came up with a master plan for the Careers website refresh: transform how New Zealand sees military careers, make it easier to apply for jobs, and improve the backend experience for the internal team.

The challenge wasn't just building a website, it was reshaping the national narrative about what it means to serve our country, whilst also creating a more intuitive and engaging experience for job seekers. Tasked with delivering a complete website transformation, the team made it their mission to enable finding the perfect career not only easier but more enjoyable and inspiring.

The refreshed website opens with 'Join a team you can count on', immediately shifting the conversation from duty to belonging. Deploying an AI-powered search solution that instantly connects seekers with relevant opportunities, while bold imagery showcases real people in unexpected roles. Integrated into the site, Te Reo Māori translations honour New Zealand's bicultural identity, while accessibility features open doors for all Kiwis.

The results speak volumes: increased engagement, reduced application drop-offs, and, most importantly, a fundamental shift in how New Zealanders perceive defence careers. NZDF now attracts stronger candidates who arrive with realistic expectations and genuine enthusiasm.