After falling short of its recruitment goal by 6,500 in the last fiscal year, the Army is changing its strategy this year to attract some younger faces. Its battle plan is simple: go digital, get creative, and expand recruitment efforts in urban centers of the country.
Experts say that less than 1 percent of college-aged youth are interested in serving and meet the Army enlistment requirements. With national unemployment at an all-time low of 3.9 percent, the Army is competing against more civilian job options, and potential recruits aren’t wooed by phone calls.
Recruiters have grown their online presence, using Instagram memes, e-sports, and livestreaming platforms to reach young people.
“We’re really giving the power back to our recruiters to go on Twitter, to go on Twitch, to go on Instagram, and use that as a venue to start a dialogue with the Z generation,” said Maj. Gen. Frank Muth, head of Army Recruiting Command, in a recent NPR interview.
One of the main barriers to recruitment is poor messaging. In July, Army leadership was reportedly looking for a new slogan. The Marines has consistently outperformed the Army with its catchy “The Few, the Proud” branding campaign. Rather than compete against the Marines, the Army is marketing its diverse offerings and opportunities. Only a small percentage of soldiers directly participate in active land combat, while the vast majority serve in one of more than 150 military occupational specialties in the medical, engineering, cyber, IT, and other fields.
Recruiters hope to leverage the power of influencers to spread this message.
“I think we’ve got to change our marketing strategy as an Army, and we’re taking a look at that now,” Sergeant Major of the Army Dan Dailey told Army Times. “I think we’ve just got to arm the influencers in America with the right information about what it is to serve in the Army, and I don’t think we’ve been doing that.”
College-age prospects also need to be sold on the economic benefits. Attracted by the prospect of a debt-free education, Gen Z responds well to the GI Bill benefits that the military offers. The Army signing bonus, which can be as high as $40,000, is likewise a popular topic.
Geographically speaking, Army has typically concentrated its recruitment efforts in the conservative areas of the United States (the South, for example). Now, it’s expanding its recruiting presence in progressive cities, like Boston, Seattle, and even San Francisco. These are the places where the population is growing the fastest.
Muth is optimistic about recruiting Generation Z with the strategic shift.
“Here’s what we’re finding different as we’ve shifted from the millennials to the Z Generation. Z Generation, they do want to be part of something bigger,” he told NPR. “They do want to give back. They do want to serve and they want to get out there and be part of something other than just being about themselves.”
Rumor has it that the Army doesn’t serve avocado toast in its mess halls either.
Brendan Pringle (@BrendanPringle) is writer from California. He is a National Journalism Center graduate and formerly served as a development officer for Young America’s Foundation at the Reagan Ranch.
