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.