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An analysis on the marketing communication of the Dutch Ministry of Defence to attract high-educated women to work as an officer

Rechten: Alle rechten voorbehouden

An analysis on the marketing communication of the Dutch Ministry of Defence to attract high-educated women to work as an officer

Rechten: Alle rechten voorbehouden

Samenvatting

This bachelor final project examines how the Dutch Ministry of Defence could enhance the number of female officers within in the organisation. The Dutch Ministry of Defence represents safety and peace in- and outside of the Netherlands. In the organisation, women are rarely represented. In 2017, solely 13,5 per cent of the employees at the defence were women. To attract a higher number of high-educated, this final project recommends a development of the marketing communication. The recommendations are based upon literature, interviews and a survey.

Literature research showed that gender diversity within the organisation is important for several reasons. Not only will women change the military paradigm of the defence, being a men’s world, women also bring new capabilities into military operations. Women, for instance, are needed in caretaking and are more likely to gather critical information from local women during missions.

In regards to the currently used marketing communication of the organisation, the interviews showed that the Dutch Ministry of Defence is active online as well as offline. Online, the organisation has an Instagram account and a YouTube channel where informative videos are uploaded. Additionally, women video campaigns are launched, which is one of the organisation its best practice. Offline, the Dutch Ministry of Defence organises Ladies Nights, attends career fairs and gives guest lectures at colleges.

The respondents of the survey, high-educated women, indicated that their preferred marketing communication approach is a combination of a video campaign and activities on the street linked to the organisation. In the video campaign, factors that should be included, according to the respondents, are emotion, personal identification with the campaign and clear information about the organisation. Literature showed that trends in marketing communication under millennials are engagement, visualisation and personal advertisements. Moreover, technology offers various opportunities, as live videos, virtual reality, vlogs, artificial intelligence and chatbots.

Originated from the conclusion of the survey, supplemented by the interviews and literature, recommendations for a development in the marketing communication were written. Online, the video campaign is important. Female offices of different disciplines will be filmed while they state what their job is. To show emotion, the proudness of family and friends towards the female officers will be showed. The end screen promotes the offline event. This event consists of several activities to inform women about the organisation and let them experience the defence its world by using VR. Additionally, live videos are showed from female officers at their job, several tests can be taken and open vacancies are shared.

Toon meer
OrganisatieDe Haagse Hogeschool
AfdelingMO Europese Studies / European Studies
Jaar2019
TypeBachelor
TaalEngels

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