Employer Branding

How the Swedish Army Uses Social Media to Recruit

The Swedish Armed Forces are very keen on using social media to drive recruitment. They have used Facebook for recruitment for years and they have been experimenting with some very creative recruitment campaigns.

This campaign was all about making a difference. The title was “Who cares?” and it aimed to see who would be keen on helping others. The Swedish Armed Forces aren’t involved in any proper wars, in fact the country hasn’t been at war for about 200 years. So instead they engage in peace keeping missions for the United Nations – all about helping others.

The concept was to lock someone up in a large box in central Stockholm. The box was full of cameras and the footage was broadcast to the world via social media. The only way to release the person in the box was to volunteer to take their place for a minimum of one hour. See how it went in the video.


The campaign generated huge online conversation and the website attracted 100,000 visitors in less than four days.

The objective was to find 4,300 applicants for 1,430 new positions, they achieved 9,930 applications – more than double the target.

For more on how the Swedes recruit differently, check out How IKEA Recruits Staff with Flat Packs [VIDEO].

By Jörgen Sundberg

Founder of Undercover Recruiter & CEO of Link Humans, home of The Employer Brand Index.