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Recruitment is one of the biggest challenges faced by the Defence and Military sector. This workshop will unpack the problem of engaging with a millennial audience through effective use of social media channels, overcoming the barriers to entry, the minefield of new and emerging platforms, how to develop communication models and the challenge of resourcing.

  • Share and discuss effective social strategies specifically how to target and engage the generation of millennial audiences
  • Insight into the real world practical solutions and strategies around social platforms
  • Learn appropriate practice for audience segmentation
  • Consider how to execute effective media programmes for recruitment whilst managing resources

• State & local government officials in Communication / PR / Digital media roles
• Social Media Management Software
• Content Creation / Management Services
• Mobile Apps / App Development
• Social Networks
• Analytics / Measurement Software
• Social Listening / Monitoring Tools
• Content Management Systems / Microsites
• SMS Alert Services
• Email Marketing Automation Platforms

Previous Attendees Include:

7th Army Training Command; Advanced Tactical Resources Limited; Afghanistan Border Police; Airbus Group; Analox Military Systems Ltd; Army Headquarters; Army Media & Comms ; Barisan Nasional; British Army; Cranfield University; CyTech Solutions ; Czech MoD; Defence Academy of the United Kingdom; Defense Media Activity; DND - Public Affairs - Director General of Marketing and Web; DSTL Porton Down; EU Naval Force; FNSS Savunma Sistemleri A.S.; Guy's and St Thomas NHS Trust; IHS Janes; IHS Jane's; INVISIO Communications; IOM Tajikistan; Irish Defence Forces; Italian Air Force; Italian Defence; Janes Information Group; JMRC US Army; Kelvin Hughes Ltd; Kripos; Leonardo Company; Military Academy at ETH Zurich MILAC; MINDEF; Mindef Singapore; MINDEF, Singapore; Ministry of Defence ; Ministry of Defence, Finland; Ministry Of Defence, Singapore; MKU Limited; MoD; MOD Austria; NATO MARCOM; NATO Shape; NATO STRATCOM Centre of Excellence; NATO/SACT HQ; Nexter Systems; Nigerian Navy; Northrop Grumman Uk Ltd; Norwegian Armed Forces Media Centre; Oreet - International Media; QinetiQ; Republic of Singapore Navy; Royal Air Force; Royal Norwegian Navy; SAAB AB; SHAPE NATO; SHRM; Singapore Armed Forces; Tadaweb; Tajikistan Border Guards; Thales UK; Twitter; U.S. Army Europe; US AFRICOM; US Army; US Army Europe

Workshop LEADER


Andy Green

Commercial Development Manager, E3

Andy has worked within the digital defence sector for 20 years, leading and advising large organisations such as the Royal Navy, Channel 4, Shell and the Times online on effective digital strategies. Andy has worked with e3 for 5 years, primarily taking the lead on digital strategy and change in the Military Sector.


E3 is one of the UK's most successful independent digital agencies. We blend technical expertise with innovative growth strategies to help brands keep pace with their consumers ahead of the competition. Founded in 1997 we are famous for our work for  brands including the Royal Navy, the British Army, Honda, National Trust, Kia, BP and Orange.

Workshop programme

8:30 Registration & Coffee

9:00 Introduction – summarising the opportunity, marketplace and the problems

Andy Green

Andy Green, Commercial Development Manager, E3
View Bio

Jon Reay

Jon Reay, Head of Strategy, E3 MEDIA LIMITED
View Bio

9:10 Effective communication models in social

Andy Green

Andy Green, Commercial Development Manager, E3
View Bio

  • Explore the range of different audience segments to engage with on social media
  • Overview of social media platforms, how they compare and where they're appropriate to use for different audiences and contexts
  • What is an effective communication model?
  • What do you need to think about to manage social media communications effectively?
  • What barriers may prevent you from using social media effectively to engage with audiences
  • Topics include security, monitoring and listening, reporting, responding, content and approval polices and crisis management
  • 10:10 Breakout exploration of barriers to entry

    Andy Green

    Andy Green, Commercial Development Manager, E3
    View Bio

  • Explore what barriers may prevent millennials from considering a career within the military
  • 10:30 Morning Coffee

    11:00 Workshop discussion on exploration to entry Q&A

    Andy Green

    Andy Green, Commercial Development Manager, E3
    View Bio

  • Come back together and present barriers from breakout
  • Discuss the barriers and how to overcome them
  • 11:30 Recruitment funnel - Royal Navy and e3 share their approach

    Andy Green

    Andy Green, Commercial Development Manager, E3
    View Bio

  • We will share our approach to social recruiting for the Royal Navy, including operating model, what works and what doesn't and the benefits of Organic and paid social
  • Q&A
  • 12:00 Most effective ways to resource social media

    Andy Green

    Andy Green, Commercial Development Manager, E3
    View Bio

  • How to make social media work for you
  • Topics include recruiting team. employing subject matter experts, training, developing content calendars and use of social playbooks
  • 12:30 Closing Remarks and End of Workshop

    Andy Green

    Andy Green, Commercial Development Manager, E3
    View Bio


    Copthorne Tara Hotel

    Scarsdale Place
    London W8 5SR
    United Kingdom

    Copthorne Tara Hotel

    The Copthorne Tara Hotel London Kensington is an elegant contemporary four-star hotel in prestigious Kensington, located just a two minutes walk from High Street Kensington underground station, making exploring easy. The hotel offers well-appointed and comfortable guest rooms combining Standard, Superior and Club accommodation. Club rooms offer iconic views over the city and include Club Lounge access for complimentary breakfast and refreshments. Guests can sample the authentic Singaporean, Malaysian and Chinese cuisine at Bugis Street, traditional pub fare at the Brasserie Restaurant & Bar or relax with a delicious drink at West8 Cocktail Lounge & Bar.

    The Copthorne Tara Hotel boasts 745 square meters of flexible meeting space, consisting of the Shannon Suite and the Liffey Suite, ideal for hosting conferences, weddings and social events. Facilities include access to the business centre 24 hours a day, fully equipped fitness room, gift shop, theatre desk and Bureau de Change. With ample onsite parking outside the London congestion charge zone and excellent transport links via Heathrow Airport, the hotel is the perfect location for business or leisure stays. The hotel is within close proximity to the shops of High Street Kensington, Knightsbridge and Westfield London, Olympia Conference Centre, Royal Albert Hall, Kensington Palace and Hyde Park.




    speaker image






    CPD stands for Continuing Professional Development’. It is essentially a philosophy, which maintains that in order to be effective, learning should be organised and structured. The most common definition is:

    ‘A commitment to structured skills and knowledge enhancement for Personal or Professional competence’

    CPD is a common requirement of individual membership with professional bodies and Institutes. Increasingly, employers also expect their staff to undertake regular CPD activities.

    Undertaken over a period of time, CPD ensures that educational qualifications do not become obsolete, and allows for best practice and professional standards to be upheld.

    CPD can be undertaken through a variety of learning activities including instructor led training courses, seminars and conferences, e:learning modules or structured reading.


    There are approximately 470 institutes in the UK across all industry sectors, with a collective membership of circa 4 million professionals, and they all expect their members to undertake CPD.

    For some institutes undertaking CPD is mandatory e.g. accountancy and law, and linked to a licence to practice, for others it’s obligatory. By ensuring that their members undertake CPD, the professional bodies seek to ensure that professional standards, legislative awareness and ethical practices are maintained.

    CPD Schemes often run over the period of a year and the institutes generally provide online tools for their members to record and reflect on their CPD activities.


    Professional bodies and Institutes CPD schemes are either structured as ‘Input’ or ‘Output’ based.

    ‘Input’ based schemes list a precise number of CPD hours that individuals must achieve within a given time period. These schemes can also use different ‘currencies’ such as points, merits, units or credits, where an individual must accumulate the number required. These currencies are usually based on time i.e. 1 CPD point = 1 hour of learning.

    ‘Output’ based schemes are learner centred. They require individuals to set learning goals that align to professional competencies, or personal development objectives. These schemes also list different ways to achieve the learning goals e.g. training courses, seminars or e:learning, which enables an individual to complete their CPD through their preferred mode of learning.

    The majority of Input and Output based schemes actively encourage individuals to seek appropriate CPD activities independently.

    As a formal provider of CPD certified activities, SMI Group can provide an indication of the learning benefit gained and the typical completion. However, it is ultimately the responsibility of the delegate to evaluate their learning, and record it correctly in line with their professional body’s or employers requirements.


    Increasingly, international and emerging markets are ‘professionalising’ their workforces and looking to the UK to benchmark educational standards. The undertaking of CPD is now increasingly expected of any individual employed within today’s global marketplace.

    CPD Certificates

    We can provide a certificate for all our accredited events. To request a CPD certificate for a conference , workshop, master classes you have attended please email events@smi-online.co.uk

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