The Royal Dutch Army has only a few specific job openings this year and their challenge was to get qualified candidates to their website.
The ‘Qualified / Not Qualified’ Dutch army campaign is very well known in the Netherlands. The same theme was then used for judging answers to questions on Twitter, which had their own designated hash tag – #question.
So ad agency Publicis Amsterdam successfully used Twitter to attract the right candidates. Most importantly, they did it without the need for any followers as many Twitterers were already following #question.