NOT A JOB, BUT A MISSION

NOT A JOB,
BUT A MISSION

The Challenge

Belgian Defense needs to recruit thousands of people. But competition for talent is fierce and people don’t always know how diverse the job openings are. Our communication needs to show a broad spectrum of jobs and highlight the uniqueness of working for Belgian Defense.

The Solution

Strategically: position working for Belgian Defense as a mission, not a job.
Creatively: telling people that beyond titles, studies or current jobs, it is their talent that we are looking for. Because at Defense talent is turned into skills and what makes you special, makes Belgian Defense stronger. Boondoggle created everything from TV commercials to recruitment campaigns to the main website mil.be.