The Royal Navy

MindWorks was required to deliver a digital-first recruitment solution for the Royal Navy to modernise event engagement and provide measurable performance insights.

Traditional methods of tracking effectiveness at the Navy’s recruitment events across the UK made it difficult to measure ROI or understand which departments, roles and locations were generating the most interest. As part of a wider digital transformation initiative, manual processes needed to be replaced with a scalable solution combining NFC technology, landing page design and improved data capture to enhance event attendee experience and support more targeted future recruitment activity.

We partnered with Evrycard to implement NFC-enabled recruitment cards, allowing event attendees to instantly access tailored landing pages via a tap on their mobile device. Cards were created for specific departments, teams and events, each with bespoke designs aligned to Royal Navy branding.

We designed engaging, mobile-optimised landing pages incorporating imagery, video, role-specific information and clear calls to action, ensuring a compelling user journey from first interaction. A centralised management system enables real-time content updates without the need to reprint physical cards, while a structured labelling and allocation system allows more than 80 cards to be distributed and tracked efficiently across teams.

Alongside ongoing card management, we provide performance insights and reporting data to support recruitment teams in evaluating event success and refining future strategy.

Digital recruitment solution to capture data, track ROI and improve engagement

The solution has transformed recruitment engagement by delivering a simple tap-based user experience that captures interest instantly and consistently across events. Personalised landing pages provide a relevant and engaging user experience for event attendees.

Real-time data capture enables accurate measurement of event performance and ROI, allowing the Royal Navy to identify which teams and departments generate the most interest.

The shift to a digital-first approach has also reduced reliance on printed materials, lowering costs and supporting a more sustainable, scalable recruitment model.