The National Defence Recruitment: The Officers Choice

This case study describes how the Danish National Defence attracted young academics to its commissioning program with its The Officer's Choice campaign.

The national Defence Recruitment: The Officers Choice

Executive summary

Product Description:

The Danish National Defence need to attract young academics for their officers program.

Objective of the Campaign:

Military missions have changed during the 21st century. Threat assessment and tasks have become more complex. To meet future demands, the Danish Defence needs to attract a new type of leader with strong cognitive and strategic capabilities. Officer's training no longer requires military experience - however, all applicants are now required to hold a higher education. The problem is that this target group of young academics has no interest in the Defence...

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