We’re beyond excited to introduce Christian Edman Freudenthal and Johan Landeström from The Swedish Armed Forces as our second act on September 22nd.

👋 Employer Branding Summit is a digital and free event gathering international speakers within employer branding and recruitment.

How do you create a recruitment campaign in a time-era where military service has to compete with travelling worldwide or taking English classes in a foreign country? First off, you need to know your audience.  

Recruitment and employer branding within the SwAF 

Employer Branding within the Swedish Armed Forces hasn’t always been an easy puzzle to crack. For a long time, military service was mandatory, but the way the organisation has recruited has changed tremendously over the years. In 2010 conscription was abandoned to become something you had the luxury to choose. Due to increasing instability in the region, Sweden reinstated conscription in 2017. Although still a duty, The Swedish Armed Forces still need to attract numerous young men and women for a military career and recruit numerous skilled civil servants.  

Instead of continuing on a well-threaded track, The SwAF did a thorough job pinpointing their target audience to create successful and widely appreciated campaigns.     

Transferring knowledge from marketing to recruitment

If you google target audience, one definition that pops up is: “Your target audience refers to the specific group of consumers most likely to want your product or service, and therefore, the group of people who should see your ad campaigns. The target audience may be dictated by age, gender, income, location, interests or a myriad of other factors.” (Thank you, marketingevolution.com) In the world of marketing, defining your target group or groups is essential. As the competition on the candidate market rises, the need for a clear definition of your target audience becomes an obvious must-have. 

It’s time to transfer knowledge from the marketing sphere into the recruitment sphere. But wait – are they truly so different from each other?    

Save your seat to the summit here (it’s free, don’t miss out!) 

Christan Edman Freudenthal is a senior HR strategist within the Supreme Commanders staff at the Armed Forces HQ. Among other things, Christian has been in charge of SwAF Employer Brand strategy since 2009. 

Johan Landeström is a well-known Swedish profile and nowadays Chief Marketing Offices and is responsible for campaigns and communication in marketing the Swedish Armed Forces. 

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