The training test – Danish Defence Recruitment Branch

Background

Many young people in Denmark are uncertain about their possibilities on the labour market. And they are not aware of the training possibilities that the Danish Defence offers and that it is a career option that allows them to develop and use their skills. The target group was young men and women aged 18-26, typically undergoing education.

The goals were;

• 10,000 participants in online activities in 12 months.
• 25% of participants to give permission to receive e-mails.
• 10% of participants to read more about selected training programmes.
• 5% of participants to apply for a training programme with the Danish Defence.

Idea

The Danish Defence Recruitment Branch recruits young people for the army, air force and navy and had previously only used traditional channels such as mass communication, education fairs and the Armed Forces Day (previously known as the Conscription Board). They wanted to engage their target audience in as relevant and personal a manner as possible. An interactive online ‘Training Test’ was developed, which focussed on each participant’s interests, competences and attitudes.

The invitations to take the test were distributed using an insert in the book ‘Career opportunities in Danish Defence’ which the young people could get from the study counsellors, at education fairs and on Armed Forces Day.

When young people clicked on the photos, symbols or check boxes, their replies were used as the basis for segmenting them into various stages of readiness and for sending them three e-mails with recommendations for training programmes that suited them in particular, with links to more information, etc.

The individualised e-mails were based on a matrix with 105 underlying parameters and could show, for instance, if one particular training opportunity offered practical learnings and outdoor activities. The idea was to show young people the advantages of a career in the armed forces immediately and they were encouraged to share their test results on Facebook.

Results

• 17,663 participants in online activities in 3.5 months – i.e. index 176.
• 48.7% of the participants gave permission to receive e-mails.
• 43.6% of the participants read more about selected training programmes.
• 10.8% of the participants applied for a training programme with the Danish Defence.

Large groups of young people in Denmark have no idea what they want to do, and seldom consider the armed forces. The organisation has broken with tradition with this very personalised campaign and has put itself in the target group’s shoes to give them customised messages. This approach got them heard in all the  noise and got young people to reflect on what they  want themselves rather than on what the parents and peers think they should do. This campaign has made a difference, both to the organisation itself and to many young people.