Recruiting for the International Criminal Court

The International Criminal Court (ICC) faces the challenge of recruiting many new people in the coming months. Many different countries are affiliated with the ICC. And these nationalities must be reflected in the list of personnel. There is a particular focus on recruiting people from Brazil, Japan, Germany, Korea and Mexico. Also important: the organisation wants to highlight non-legal jobs. ICC is more than just a court. It is an organisation, with all the associated functions. This deserves to be better known.

This project was done in cooperation with the municipality of The Hague. They saw an opportunity to position The Hague once again as the world’s premier city of peace and justice. It’s a reputation that The Hague has rightly acquired with all its institutions. Something a city can be proud of.

Anceaux Marketing was asked to create a clear strategy that meets the objectives of the various parties. And to bring this to life in a video campaign.

Natalie contributes considerable experience from her time in recruitment marketing at Shell. Natalie: “If you want to trigger people to apply to an organisation that they don’t know or have never considered, then you have to appeal to emotion. A job-opening text can’t do the job by itself. You want to know what type of organisation you’re joining. And the difference you can make. By having employees of the organisation tell their story, others can identify with that person. This triggers passive candidates to become active. Video, in particular, is an extremely powerful tool for this.”

• Highlight authenticity
• Make personal videos with main characters from different countries.
• Create videos in which the stories come together.

• Reach the target audience and move them.
• Five personal videos about the employees from different countries
• One general video about ICC, featuring different points of view

Anceaux Marketing brought this strategy to life, in cooperation with video production company Emansion.