Case Study: Belgian Defence restores its reputation and boosts recruitment with Boondoggle

Belgian Defence boosts candidate clicks by 50% with Boondoggle

The customer, Belgian Defence, faced declining recruitment numbers and an outdated brand image while needing to attract thousands of new personnel in a competitive talent market. They partnered with the vendor Boondoggle for a comprehensive rebranding and marketing solution to address these challenges.

Boondoggle implemented a multi-step solution, beginning with a new brand strategy and visual identity centered on the promise "Guardians of your future." This evolved into an omnichannel employer branding campaign with the tagline "Not a job, but a mission," supported by a new digital platform and targeted, data-driven recruitment campaigns. The results included a restored reputation, a stable positive image, and a 50% increase in clicks to the recruitment application over three years, laying a strong foundation for future applicant influx.

Belgian Defence