Navy Recruitment Content Development

Guess you’ll have to scroll to find out.

Recruiting has been at all time low. Since I started, the Navy has…

Made mission [met Active Duty recruiting goals] for the first time in 3 years

Made mission for Nuclear Operations recruitment for the first time, ever

Replenished its Delayed Entry Program [commit to enlist within 12 months] numbers to 10,000+ Sailors

Gone up 25% in brand favorability

Increased signed enlistment contracts by 39% YoY

Increased high-quality contracts [high ASVAB scores or Officer entry] by 37% YoY

Seen a 40% increase in qualified leads

My headline was the first thing navy.com visitors saw. Currently, a series of my headlines are cycling through the homepage every 6-8 weeks, including:

GOODNIGHT’S SLEEP? YOU’RE WELCOME.

LAUNCH MORE THAN A CAREER.

THE SEA NEVER RESTS. NEITHER DO WE.

IT’S NOT WHERE THE SEA TAKES YOU. BUT WHO IT MAKES YOU.

I was tasked with categorizing all the careers the Navy offers so that navy.com was less overwhelming to site-visitors and future Sailors.

With over 150 jobs available, this project required a deep-dive into each one in order to provide an accurate depiction of each category.

For each category, I was not only responsible for category headlines and high-level summaries, but also a breakdown of each sector’s unique education opportunities, pay and benefits and Reserve eligibility.

You can check out any and all of my career category page work here.

Faces of the Fleet is an episodic, docu-type series that follows Sailors from all walks of life. Each episode offers a glimpse into an individual Sailor’s life to show how the Navy is a unique experience for everyone.

I was tasked with writing all navy.com copy for several FotF episodes, using only footage from the shoots. This copy includes episode titles, biographies that are gripping yet authentic, multiple site headlines and detailed yet digestible job descriptions relevant to each episode. Below is a list of the FotF episodes I handled copy for: