Who still wants to join the armed forces? Surprisingly, the Ministry of Defence is more in demand as an employer in the Netherlands than anywhere else in Europe. The result of years of investment in employer branding?
When it comes to employer branding and labour market communication, the Dutch Ministry of Defence has been leading the way for years. And all those investments and efforts now seem to be paying off. Nowhere in Europe do as many people say they would consider working for the armed forces as in the Netherlands. With 8.7% of the total working population open to a career at Defence, the Netherlands scores not only far above the European average of 4.1%, but also well ahead of countries like France (2.5%) and Spain (2.6%), according to research by Intelligence Group.
| Country | % Considering Defence as Employer |
|---|---|
| Netherlands | 8.7% |
| Sweden | 8.5% |
| Romania | 7.4% |
| Belgium | 7.3% |
| Poland | 4.7% |
| United Kingdom | 4.6% |
| Switzerland | 4.5% |
| Bulgaria | 4.3% |
| Greece | 4.3% |
| Ireland | 4.1% |
| Europe (average) | 4.1% |
| Germany | 4.0% |
| Slovenia | 3.7% |
| Czech Republic | 3.6% |
| Austria | 3.6% |
| Italy | 3.5% |
| Denmark | 3.4% |
| Finland | 3.3% |
| Croatia | 3.1% |
| Hungary | 3.0% |
| Estonia | 2.8% |
| Norway | 2.7% |
| Lithuania | 2.7% |
| Spain | 2.6% |
| Slovakia | 2.5% |
| Latvia | 2.5% |
| France | 2.5% |
| Portugal | 2.4% |
When looking at the total potential workforce for Defence, the Netherlands ranks only seventh in Europe—behind major countries like Germany, France, the UK, Italy, Spain, and Poland. And when considering the broader defence sector (including companies in industries like arms manufacturing), job seekers in Romania, Greece, Bulgaria, Portugal, and Slovenia show even greater interest.
Still, the popularity of Defence as an employer among Dutch job seekers is reflected in national rankings of Most Preferred Employers. While the Bundeswehr in Germany ranks only 22nd, the Dutch Ministry of Defence is firmly in the top three in the Netherlands among vocational (MBO) and university of applied sciences (HBO) graduates—and it’s even gaining ground as a preferred side job employer.
And perhaps most striking: Defence is no longer just a popular employer among men. While across Europe, 58% of the total potential workforce for the armed forces is male, a significant 42% is female. In the Netherlands, the gender balance is even more in favour of women. Of all those who say they would consider working for Defence, an impressive 49% are women.
The Ministry of Defence in the Netherlands is clearly responding to this trend, with a new recruitment campaign specifically targeting female candidates.
When it comes to the most recognised defence-related organisations in Europe, NATO tops the list—especially in Eastern Europe. In the overall ranking of Europe’s most attractive employers, only a few companies from the defence industry make an appearance: Thales (#151), Rheinmetall (#251), Naval Group (#364), and Saab (#415).
“In terms of employer branding, the Dutch Ministry of Defence is truly a leading example.”
According to Geert-Jan Waasdorp, director of research agency Intelligence Group, the data clearly show that investing in employer branding pays off. “In that regard, I believe the Netherlands truly sets an example for the rest of Europe. You can see that both in the Netherlands and in Sweden, recruitment for the armed forces has long been approached in a strategic and thoughtful way. That’s now paying off—at a time when it’s more important than ever. I think Defence can be proud of that.”
The Ministry of Defence has also been using a custom-built dashboard from Intelligence Group for some time now, enabling it to take a data-driven approach to identifying and reaching different target groups. This gives the armed forces insight into the recruitment potential and feasibility of 200 different profiles—from marines to nurses and cybersecurity experts—fully aligned with its internal job structure and recently updated.
“That, too, shows they aim to stay ahead,” Waasdorp adds. “This kind of data delivers instant value, and I’d even go as far as to say it’s the best talent intelligence dashboard of any defence organisation in the world. It allows Defence to steer both strategically and operationally when it comes to recruitment and targeting—based on data, not gut feeling.”
The figures from Intelligence Group come at a crucial moment—just as the NATO Summit is taking place in the Netherlands and the Ministry of Defence faces a renewed and urgent need for recruitment. Research from job platform Indeed also shows a rising interest in defence-related jobs among job seekers, especially in recent months.
Dutch search queries containing defence-related terms, expressed as a percentage of total monthly searches.
Between May 2022 and May 2025, the number of job openings at the Dutch Ministry of Defence rose by an impressive 163% per one million total job vacancies in the Netherlands. At the same time, interest from job seekers has also grown. “Job seekers are increasingly searching for defence-related terms,” says Stan Snijders, Managing Director of Indeed Benelux. “In March 2025, we saw a clear spike in search queries related to defence companies in the Netherlands. This rise is likely linked to broader European news coverage around defence spending and investments.”
Since 2022, Indeed has also seen a sharp increase in job vacancies at major companies across the European defence sector. While the overall job market peaked in July 2022 and has slightly declined since, the number of vacancies in the defence sector continued to grow until the end of 2023. As of April 2025, the number of vacancies in Europe’s defence industry was still 45% higher than in 2021.
Within the sector, most of the demand is for technical and IT-related roles. In addition, companies are looking for production staff, project managers, and supply chain specialists. Many of these roles sit at the intersection of technology and defence—such as cybersecurity and military communication technologies.
The data includes all EU countries, as well as Switzerland and European NATO member states with an active Indeed site.
Traditionally, France, Germany, and the United Kingdom have the largest defence industries in Europe. France is home to major players like Dassault and Thales; in Germany, Rheinmetall plays a crucial role in supporting NATO’s land force capabilities. The UK, with a company like BAE Systems, contributes significantly to expanding maritime power and air combat strength.
As these major defence companies continue to grow, the demand for qualified personnel rises accordingly, Indeed notes.
