Global professionals referred to Greater Copenhagen Region through the 'Friend Recruiter Program'

Across the United States, dissatisfaction with job conditions, long commutes, limited flexibility, and high-pressure work cultures continues to shape career conversations. Many professionals feel stuck in roles that no longer align with their expectations for balance, purpose, or quality of life. Yet few take concrete steps toward change.

The Friend Recruiter Program campaign was launched to address this gap. Its objective was to raise awareness of work-life quality in Denmark, particularly in the Greater Copenhagen Region, and to position the region as a favourable career destination for U.S. professionals seeking better career conditions and a higher quality of life.

A simple idea with a big impact

The campaign builds on the highly successful “Life Quality Insurance” campaign that the Greater Copenhagen Region ran in 2024. However, instead of targeting frustrated professionals directly, the Friend Recruiter Program activated their networks. The concept was simple: if someone constantly complains about their job but does little to change it, a friend can step in and refer them to our Friend Recruiter Program.

As part of the referral, these friends were asked to explain why they think their job-unhappy friend deserves better. In total, 717 people submitted these reasons, many of which were truly heartfelt reflections on burnout, limited growth opportunities, and the desire for a healthier work-life for their friends; even if that means sending them off to the other side of the world.

Copenhagen Capacity supported the Friend Recruiter by giving a few chosen participants the opportunity to win a trip to Copenhagen, offering a first-hand experience of life in the Greater Copenhagen Region.

Testing new ways to reach US talent

The Friend Recruiter Campaign served as a full-scale omnichannel activation and a testing ground for adapting talent-attraction strategies to the American market.

A dedicated campaign landing page and PR platform anchored the initiative, supported by partner toolkits, targeted email flows, paid and organic social media, influencer collaborations, billboard advertising, and physical posters distributed in selected U.S. cities. Engagement was further strengthened through culturally relevant touchpoints, including a curated Spotify playlist, meme-based content, and active Reddit community management.

This integrated approach ensured visibility across both traditional and digital channels and maintained a consistent narrative on career opportunities in the region.

It's a wrap - or is it? Interest in the Friend Recruiter Program continues

Referral-based engagement demonstrates that peer influence can lower psychological barriers to international career mobility. When someone else articulates why you deserve better working conditions and quality of life, the idea of relocation becomes more concrete.

The campaign generated more than 600 press pick-ups and achieved an estimated reach of 147 million. It drove 885 sign-ups and resulted in a 627% increase in visitors to the Greater Copenhagen Region career portal. The campaign landing page attracted over 56,000 unique visitors.

Although the campaign has officially concluded on 23.01.2026, interest continues. Individuals still reach out to ask whether a second round will be launched or to express interest in moving to the region.

For more information about the Friend Recruiter Program, visit our PR page and or contact Maria Hardenberger Sverka.

This campaign was sponsored by the City of Copenhagen.