Situation
The Danish Defence is currently facing a historic strengthening of its operational effort, where more and better-qualified personnel, both military and civilian, is a decisive prerequisite. The Defence must be as well prepared as possible to meet the growing recruitment needs for both military and civilian staff, and there is also a need to rethink the Defence’s education and training programmes and the Danish conscription model.
Complication
The Danish Defence is facing a number of recruitment challenges and therefore works in a targeted and ongoing way to monitor and address them, including with a particular focus on the Defence’s reputation. This requires solid knowledge of how Danes perceive the Defence, both as an organisation and as a workplace, and how its reputation affects the opportunities to attract future employees and conscripts.
Recommendation
Epinion has provided analyses and insights to the Danish Defence, which have been used in planning marketing and recruitment initiatives. The insights include knowledge about relevant target groups, including their considerations regarding career and education, as well as their perceptions of the Defence, among other things. The material and Epinion’s recommendations form part of the continued work on recruitment to the Defence’s jobs, education and training programmes.
