Web 2.0 features on new Royal Navy recruitment site

Web 2.0 features on new Royal Navy recruitment site

Brand Republic reports that the Royal Navy has relaunched its recruitment website to

introduce Web 2.0 features in an attempt to capture the 16- to 24-year-old market.

Hot on the heels of the British Army announcing it is to use social media features on its new website, this looked like interesting news.
However having had a look around the new website I do get the sense it’s a bit of a missed opportunity. The main new features seem to be primarily multimedia (videos, screensavers, mobile downloads), rather than more genuine web 2.0 social networking tools.
Don’t get me wrong – it’s a very well deployed recruitment website that uses the potential of multimedia very well.
It’s just I feel there’s more that could have been done to show a more genuine insight into life in the Royal Navy. It all feels a bit too much like a glossy recruitment brochure than a real opportunity for a genuine conversation with the Royal Navy and its people.
The site was designed and built by twentysix London and overseen by COI.


I work with technology-centric businesses as an interim Chief Operating Officer (COO), consultant and advisor. I created the B3 framework® for scaling technology businesses and I write a newsletter called Build for leaders who are building brilliant companies.