Federal Police

Recruitment Marketing

Attracting diverse profiles is one of the biggest challenges for the Federal Police. Not because of the recruitment process, but because of the stereotype of what ‘a police inspector’ looks like.

What we did

Creative concept
Production
Design

Campaigning

Challenge

When stereotypes become a recruitment problem

Too few women, older candidates and people with diverse backgrounds apply. Not because they’re rejected, but because they think they don’t fit. In reality, the selection process is clear and objective: meet the criteria, pass the tests, you’re in.

Concept

The sporty young guy?

We made the stereotype visible. We asked people who they think an inspector is, and then confronted them with their own default answer. After the awareness film, we moved into consideration with two inspectors who don’t match the cliché. They tackle every prejudice, head-on.

Result

We proved the uniform isn’t made for one type of person, but for anyone who has what it takes.

Magazine ad featuring five uniformed police officers against a blue background with the text "Maak komaf met routinewerk" and a QR code.
Smartphones displaying recruitment ads with uniformed officers on a blue background. Dutch text encourages joining the inspector team.
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A man in a light blue sweatshirt stands confidently indoors near a wooden ceiling, next to the text: "Deadline. Koffie. Koffie. Koffie. Nailed it."

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Two people sitting and laughing while looking at a tablet. The text on the image reads "Sous-payés ?!".

Recruitment Marketing

Lidl

Pay transparency

Lidl

Ready to
ditch the
default?

Sameness is everywhere. But you want to do things differently. No copy-paste campaigns. No off-the-shelf formulas. You want your employer brand or change journey to stand out, driven by bold ideas and built to get real results. You're in the right place.

Our vision Contactez-nous