Development of employer brand for the Danish Security and Intelligence Service

How do you show the outside world that you are an exciting place to work when everyday life is secret, and employees can’t talk about what they do? That was the challenge in a nutshell for PET, who needed to attract not only police officers, but also skilled IT and data professionals, analysts, and many other profiles. PET employs everything from physicists and electricians to librarians and humanists. It should be clearer that PET is much more than a workplace for police officers – and that everyday life offers an important purpose, but also challenging and stimulating tasks and, not least, a unique team spirit.

In collaboration with creative agency The Unicorn, RelationsPeople developed an employer brand platform and several strategic recommendations for rolling out the new employer brand. We also developed a new visual expression, new images, and a series of films that PET could use for their own channels. The concept was based on a thorough analysis, including group interviews with selected employee groups and interviews with managers and management.

PET is subsequently rolling out the employer brand based on recommendations and an employer brand guide.