The workshop aims to explain and demonstrate to attendees the use of social media by the Irish Defence Forces to recruit new personnel, influence gatekeepers and guardians, and inform and create awareness amongst the general public.

The permeation of social media sites such as Facebook, Twitter, YouTube, Instagram and others has brought about a situation whereby these platforms are now an integral element of daily communications for a large proportion of the population, including members of the armed forces.

Social media has proven to be a powerful communications tool in reaching a broad demographic, and can enable highly granular targeting of a specific age group and type of individual. This focused targeting represents a more efficient and cost effective method in trying to reach the target audience, influence the gatekeepers and create awareness.

In adopting this approach to recruitment through social media, there are a number of contributory aspects that need to be developed as part of a wide reaching campaign. Content needs to be specific to sub-groups across a variety of platforms. For example, female specific content to increase participation, or engineering graduate specific for the variety of engineering roles within the organisation.

Social media and traditional advertising platforms can also have a symbiotic relationship and complement each other as part of a successful recruitment campaign. This is an essential component, as while the target audience for recruitment may be predominately reached through social media, gatekeepers and guardians still engage with the more traditional platforms of print and broadcast media. This will phase out more and more in coming years, but at the moment these are still important platforms which should be given consideration.

This workshop will provide a forum for discussion and analysis using the Irish Defence Forces’ multi award winning campaigns over the last 3 years as examples of what can be achieved with modest budgets and creative thinking

Workshop programme

8:30 Registration & Coffee

9:00 Workshop Leader Opening Remarks

Cian Clancy

Cian Clancy, Assistant Press Officer, Irish Defence Forces

9:10 Developing your concept


    • Who are we targeting?
    • What are the key messages?
    • How do I best allocate resources?
    • Will this reach my target audience?
Cian Clancy

Cian Clancy, Assistant Press Officer, Irish Defence Forces

9:50 Content Creation


•          Virtual Reality
•          Immersive Video
•          'Hero' content
•          Interactive apps
Cian Clancy

Cian Clancy, Assistant Press Officer, Irish Defence Forces

10:30 Morning Coffee

11:00 Creating an online and offline ‘buzz’ on a variety of platforms


    • Print media
    • Broadcast
    • Digital
    • Social media
Cian Clancy

Cian Clancy, Assistant Press Officer, Irish Defence Forces

11:45 Focused ad spend


  • Focused ad spend
  • Age bracket
  • Education
  • Interests
  • Gender
  • Cian Clancy

    Cian Clancy, Assistant Press Officer, Irish Defence Forces

    12:05 Virtual Reality, Immersive Video and 'Hero' content

    Cian Clancy

    Cian Clancy, Assistant Press Officer, Irish Defence Forces

    12:45 Close of Workshop

    Cian Clancy

    Cian Clancy, Assistant Press Officer, Irish Defence Forces


    Holiday Inn Kensington Forum

    97 Cromwell Road
    London SW7 4DN
    United Kingdom

    Holiday Inn Kensington Forum

    Holiday Inn Kensington Forum is perfectly situated in one of London’s most luxurious and beautiful areas within South Kensington. 

    The hotel is just 2 minutes walk from Gloucester Road tube station for convenient travel to Hyde Park, London Eye, Tower Bridge plus more of London’s top attractions. There are also easy and direct links to some major transport hubs including Victoria, Kings Cross St Pancras, Paddington and Heathrow. 

    This distinctive hotel in south London has so much to offer to make all guests really feel at home. The latest Holiday Inn relaunch is not just about the new look and feel for the hotel but to offer guests more benefits during their stay including a pillow menu for extra comfort during their sleep and a curved shower rail for more spacious feel. 

    In addition to our 906 rooms, all business guests can take advantage of our meeting and conference facilities including High Speed Internet Access and unlimited Starbucks coffee at The Academy. Our hotel’s professional event planners are on board to help take the hard work and stress away from planning your next event. 

    So whether you in London on business or pleasure, make the Holiday Inn London Kensington Forum your first choice of hotel and book your accommodation for our lowest internet rate guarantee. 



    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, SAE Media 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@saemediagroup.com

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