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Air Force redesigns recruiting Web site

  • Published
  • By Daniel P. Elkins
  • Air Force Recruiting Service Strategic Communication
RANDOLPH AIR FORCE BASE, Texas --  Incorporating the latest Internet technologies while reflecting the way ahead for the service, Air Force Recruiting Service launches its redesigned Web site Dec. 15 at airforce.com.

The Web site serves as the Air Force's official recruiting site and offers potential recruits and the public insight into the contributions by young men and women who play a significant role in its warfighting dominance in the air, space and cyberspace.

"The redesigned Web site has a new look and feel and offers users the opportunity to better experience and learn more about the Air Force and careers through videos and interactive features," said Capt. Richard Solorzano, chief of the AFRS Advertising Branch here.

The Web site, featuring a globe animation highlighting the air, space and cyberspace domains, now combines all the video content and games previously hosted by Air Force recruiting's dosomethingamazing.com, allowing users to find relevant information faster. The recruiting site was last redesigned in 2004.

"I was tremendously impressed by the creative design and advancements in the Web site," said Brig. Gen. A.J. Stewart, AFRS commander. "Where technology changes the way we fly, fight and win today, this site showcases the professionalism and high-tech jobs our Airmen perform daily to be the most powerful Air Force in the world."

Air Force presence on the Internet was launched in 1996, and over the past dozen years the Web site has been redesigned a few times to update its content and look as well as integrate advances in Web technologies, according to Captain Solorzano. He said the additional growth in content to the careers, education benefits and Air Force mission also necessitated the redesign.

Initially attracting approximately 22,000 visitors each month in its first year, the Web site now draws more than one-half million visitors per month, who view more than 4 million pages within the site. Redesigned by Euro RSCG through the Air Force's contract advertising agency GSD&M Idea City of Austin, Texas, at a cost of $850,000, recruiting officials anticipate the site will continue to attract visitors and recruiting leads.

Airforce.com also serves as an integral part of the service's recruiting marketing strategy. Digital advertising on various career sites, search engines and banner advertisements as well as traditional print and broadcast advertising all serve to drive traffic to the site - making it the top lead-producing source for recruiting. The Web site accounted for 16,017 leads, or 75 percent, for recruiting in October 2008. In fiscal 2008, airforce.com accounted for 184,607 leads.