from four brands to one
At the beginning of 2012, support for the armed forces had fallen to an all-time low. We were given the assignment to combine the four branches of the armed forces into a new employer brand.
In order to win back respect, we chose to highlight the unique expertise of the military personnel. Because working to achieve peace and security requires specialists. We emphasized this with the brand theme: have you got what it takes?
Over the years, we have built a visible Employer Brand that responds to the challenges of our times and builds a bridge between the armed forces and the world as experienced by the target audience.
at the heart of the target audience
you can only work somewhere if it involves you.
Using the brand as point of departure, we matched the jobs on offer in the armed forces with difficult-to-recruit talent. We developed online and offline campaigns in all parts of the target audience.
In the female-focused campaign, for example, we make it clear that the armed forces is anything but a male-dominated organization, we portray the armed forces as a university institute in the pre-university education campaign and we explain to the Netherlands what it’s like to be a reservist.