Recruiting civilian employees for Ministry of Defense with interactive storytelling

The Ministery of Defence, COMMIT specifically, was looking to innovate their recruitment strategy. This has, until now, resulted in two projects featuring a combination of classic employee portraits and interactive elements.

Putting a spin on your career in an upside-down pop-up store

The Ministry of Defense regularly hosts pop-up stores at Dutch railwaystations, like Utrecht and Rotterdam. In 2023, marketing agency FJUZE devised an upside-down world under the tagline "Give a twist to your career." A little Stranger Things but without the scary monster. They called on us for the communication part of the pop-up. The result? Four interactive mini-stories that come to life with AR. In-store on posters and on the street via postcards.

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Interactive employer branding story

After a successful pilot in pop-up stores, COMMIT decided to continue the collaboration and develop a complete employer branding campaign in the form of an interactive story. The intended goal was twofold. On the one hand to familiarize potential candidates with the fact that you can also work for defense as a civilian. On the other, to get these interested parties directly into the right job box. The result? A collection of stories with interactive elements that introduces people to all departments of and activities within COMMIT.

Starring: real people

An employee from each department played the lead role in each of the branches. Through their story and gamification elements such as questions, users find out if working in IT, procurement, engineering, finance and control, logistics or staff may be their cup of tea. 

Opbouw van het interactieve verhaal

Users are first shown information about exactly what COMMIT is and does. Then they are given the choice to view one or more branches. Each branch consists of a video interview and interactive element that lets users think about and interact with what they have just seen. At the end of each branch, users have the option to view another department or go directly to the job listings. Thanks to this redirect, users land - instead of on the general job site - directly in the right, pre-filtered bin.

Features in this story

• Branching: each area of interest has its own branch, allowing users to only view what interests them. Each branch contains a corresponding pre-filtered redirect sending users to the relevant vacancy overview.
• Hotspot media: the story starts with a custom made introductory animation.
• Multiple choice questions: users are encouraged to interact with the content through questions.

Best start candidate journey

By letting people discover for themselves in a playful way what COMMIT stands for, we give them the best possible start of the candidate journey. Whether potential candidates are immediately enthusiastic or not, a lasting positive impression is guaranteed.

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