"For the most part, people think of Azov — and the army as a whole — solely as heroes bravely storming enemy positions. However, the largest part of any military unit are support staff, such as excavator operators, drivers, diesel drivers, clerks, medics, and others", says Sviatoslav «Kalyna» Palamar, deputy commander for personnel of the 12th Special Forces Brigade «Azov».

Currently, the Azov team is seeking to fill positions across a wide spectrum of specialties, ranging from marksmen and cooks to paramedics, drivers, UAV operators, and excavator operators. A total of 28 different professions are advertised on the Work.ua platform, with salaries ranging from UAH 25,000 to UAH 125,000 ($675 to $3,375).

Azov has initiated this recruitment drive in collaboration with the voluntary efforts of the creative agency Banda. The approach devised by Banda treats each military position as a job vacancy, and Work.ua’s 450,000 daily visitors will expand the campaign’s reach.

Artur Mikhno, co-founder and CEO of Work.ua, says: "For us, this presents an opportunity to demonstrate that military recruitment can be conducted in a professional and purposeful manner, in contrast to the practice of issuing unexpected summons to passers-by. The existing recruitment system often results in experienced specialists being thrust into combat roles, leaving essential highly skilled positions unfilled. It’s essential for individuals to recognize that the military is not just a duty, but also a legitimate employment opportunity. The armed forces, like any other organization, require motivated and qualified individuals. I am confident that our collaboration with Azov marks the outset of significant systemic changes in military recruitment, given the extensive challenges that lie ahead for the Armed Forces".

Recruitment for Azov will follow this process: when visitors access the Work.ua website, they will encounter a list of current job openings, such as "Auto electrician", "Cook", or "Warehouse manager". To apply for a particular job opening, individuals simply need to click on the "Apply" button located beneath the job description on the site. If the applicant’s qualifications align with the employer’s expectations, an Azov recruiter will reach out to schedule an interview.

During the interview at a local recruitment center, the candidate will be asked about his or her experience, skills, and personal and professional goals. The recruiter will also provide information regarding the available financial support and enlistment benefits. Upon successful completion of all stages of the selection process, the Azov recruiter will assist in preparing for the subsequent phase, which involves enlistment. In this phase, the candidate will not only go through a military medical examination and testing, but will also have the opportunity to collaborate with an officer from the recruitment group to finalize the selection of a military specialty that aligns with their skills and experience.

All Azov recruits undergo several weeks of combat training and work under the guidance of highly professional commanders.

"I firmly believe that everyone can choose a unit with which he can serve and protect Ukraine during times of conflict. This decision must be balanced, deliberate and principled. Azov is a worthy choice, because it places a high value on professionalism and, most importantly, on preserving human life. Our understanding of why we’ve embarked on this path serves as an inspiration for our ongoing efforts", says Kalyna.

The vivid blue billboards and online campaign banners that have emerged throughout the country present a striking departure from the typical military recruitment billboards that Ukrainians encounter on their streets and highways.

Dmytro Adabir, director of Banda Agency, remarks, "We’ve reviewed numerous recruitment campaigns in Ukraine and around the world, most of which look almost identical. Therefore, we opted for a different approach, which underscores that the modern military is not exclusively comprised of combat roles. We believe it’s essential to explore new ways to engage with the public on the subject of military service. Our partnership with Work.ua and the adoption of their brand style in this joint initiative will help capture the much-needed attention".

The advertising expenses are covered by Work.ua. Additionally, a portion of the advertising space for placement was generously provided free of charge by the outdoor advertising operator "BigMedia". The communication phase of the campaign is slated to continue until mid-December.

For further details about the recruitment campaign of the 12th Azov Brigade, please visit http://work.ua/azov.

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