uklassificeret - Forsvarskommandoen

ABSTRACT
This assignment deals with recruitment in the Armed Forces. It is based on a thesis, which
argues that there is a lack of consistency in the communication in connection with recruitments
to the military.
At the beginning of the assignment, the thesis is tested. Examples of printed recruitment
material are weighed against theories of integrated market communication, and the mate-
rial is contemplated with the design manual. Then opinions of major Henrik Gram Pedersen
are included. In the interview, Henrik Gram Pedersen notes that there is a lack of consistency
in communications. The conclusion of the examination of the thesis is that it is
true: there are problems with the consistency in the communication.
The theory of integrated marketing communications is also about the organization behind
it, and relates a lack of integration in marketing communications with problems in the or-
ganization. Thus the rest of the task and the problem formulation is based on organizational
theory. The theoretical basis explains the organizational structure, culture and
process. The section on process focuses on conflict, communication and leadership.
The empirical content of the assignment consists primarily of three interviews with three
people working with recruitment in various parts of the organization and at different levels.
They all speak about a conflict that has existed between the Armed Forces Recruitment
and the HR department in the Royal Danish Air Force. In addition, the interviews show a
significant difference in the approach to the use of the design manual and communication
policy. The second part of the empirical data consists of a Directive for recruitment and a
consensus paper. The directive is used to allocate responsibility between the Armed
Forces Recruitment and the operational authorities. The consensus paper elaborates the
understanding of the directive as an agreement.
Task Analysis defines the structure of the Armed Forces in relation to recruitment, as a
manufacturing organization where an element of functional organization is added. Based
on this, and an analysis of the culture, relevant processors are described. The assignment
draws attention to conflicts, categorizes them and then looks at the underlying reasons,
such as structure, culture, communication and leadership.
The conclusion of the assignment is that a missing continuous observation on the guide-
lines, management, and a loss of horizontal communication has led to the lack of consis-
tency in communication.
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