Diverse by Design

Recruitment Campaign for the Federal Police

Taks

The Federal Police needed reinforcement – a nationwide campaign to attract new recruits was to be developed and implemented.

Strategy

To position the Federal Police as an attractive employer among a predominantly young audience, we launched a 360° testimonial campaign. Through powerful storytelling, creative formats offered authentic insights into spectacular operational areas. Real Federal Police officers appeared as relatable, credible ambassadors – embodying diversity and purpose in their work.

Result

Bam! The career website now attracts up to 100,000 visitors per month. The career app surpassed 10,000 downloads within six months. Our influencer cooperation “Federal Police Interactive” achieved 16 million contacts within days and topped the German YouTube trending charts #1 and #2. The “All Cops Are Beautiful (ACAB)” poster series went viral across all media – from tabloids to the feuilleton.
The podcast “Funkdisziplin” exceeded 1.3 million plays and won both the PR Report Award (2020) and the German Online Communication Award (2022). The VR event series “Bundespolizei X-Perience” received the HR Excellence Award (2022).