⚖️ Openbaar Ministerie – Humanizing Recruitment in a Digital World

Let’s be honest — most job ads don’t inspire action. Especially when it comes to complex roles like Public Prosecutors (OvJ’s). That’s exactly why Openbaar Ministerie brought me in: to turn traditional recruitment into a creative and data-driven employer branding campaign that actually spoke to people.

Because in a world where digital attention spans are measured in milliseconds, you don’t win talent with a PDF vacancy — you win it with storytelling.

What is Openbaar Ministerie?

The Public Prosecution Service (Openbaar Ministerie, OM) is responsible for investigating and prosecuting criminal offenses in the Netherlands. As the representative of the state in criminal cases, the OM collaborates closely with the police and other investigative agencies to uphold the rule of law and combat crime.

In recent years, the Netherlands has seen a significant increase in cybercrime cases; in 2020, there was a 127% rise compared to the previous year. This surge underscores the urgent need for more specialized personnel within the OM to effectively address digital criminal activities and protect society from the growing threat of cybercrime.

💡 From traditional vacancy to digital strategy

As Digital (Recruitment) Marketer, I was responsible for attracting new legal professionals — specifically future Public Prosecutors — and convincing them to specialize in the field of Cybercrime.

That meant more than just “running ads.” I developed a full-funnel digital strategy that included:

• ✍️ Copywriting for job ads and recruitment storytelling
• 🎯 Targeting strategies across platforms like LinkedIn and Google Ads
• 📱 Campaigns on Facebook and Instagram tailored to law students
• 🎬 In-house video editing and production
• 🖼️ Visual design and landing pages — all built and optimized by myself

From concept to execution, the entire recruitment funnel was designed to speak in a human tone, not in legalese. Because even the most skilled jurist wants to feel a spark before they apply.

📊 Why this strategy worked

Most government employers stick to traditional, top-down messaging. But we approached it differently — like a brand. We treated each campaign as a story to be told, not a role to be filled.

We created campaigns that showed not just what a job entailed, but what kind of impact it made on society. In particular, we highlighted the importance of Cybercrime specialists and positioned them as digital guardians of justice.

🧠 Through smart segmentation and audience analytics, we learned which content resonated most with different groups — from seasoned legal professionals to students at the start of their journey.

🚀 The result? Awareness, engagement, and talent with purpose

The strategy wasn’t just about hiring — it was about shaping perception. Openbaar Ministerie was suddenly not just “that serious institution,” but a meaningful place where digital skills, justice, and social impact came together.

Our campaigns showed that becoming a Public Prosecutor is more than a job — it’s a mission. And thanks to strong messaging and well-targeted campaigns, we sparked interest from a new generation of legal talent who would’ve otherwise scrolled right past.

💬 What we learned at Stories by Frake

• 💡 Recruitment should feel like branding — because your employer is your brand.
• ⚖️ If you want legal professionals to listen, speak like a human, not a textbook.
• 📱 You can’t reach Gen Z with policy reports — but you can with smart video, targeting, and authenticity.
• 🧠 Employer branding is not about shouting louder, it’s about connecting smarter.

And yes — you can launch a powerful, high-impact campaign even with limited budgets and in-house tools. That’s what Stories by Frake does best: bold growth with smart storytelling.

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At Stories by Frake, we specialize in Growth Hacking strategies tailored to your unique business needs. Our team of experts is dedicated to helping you achieve exponential growth through innovative and data-driven approaches. Contact us today to discover how we can transform your business into a success story.