But despite touting new initiatives, digital platforms, and marketing techniques (and lowering its goal by 12,000 in 2019 amid a more modest growth plan in the next five years), the Army is not in the clear yet. The service's new initiatives should be the expectation rather than considered innovative — and if the Army really wants to make good on its modernization promises, it has to ask hard questions about current processes.
The Army's modern outreach initiatives have certainly seen initial success. Army representation in 22 cities without traditionally strong recruitment saw an average 15 percent increase in enlistments, according to U.S. Army Recruiting Command (USAREC), including a "double-digit lift with females and minorities" that increased the number of women in the Army by nearly an entire percent (17.1 to 18 percent). Many young women do not see themselves as having a role in the military, highlighting the importance of these gains.
New tools are making a difference, too. The service's 44 new virtual recruiting stations led to 3,000 enlistment contracts alone, according to USAREC commander Maj. Gen. Frank Muth; social media sites offered a new point of contact and information sharing, while the e-sports and warrior fitness teams garnered millions of impressions.
Read the full article in Task & Purpose.
Learn more from Emma Moore's January 2019 piece in Task & Purpose about the potential lessons from the British Army's recruitment campaign:
More from CNAS
CommentaryWomen in Combat: Five-Year Status Update
It has been five years since the ban on women in combat was lifted in 2015 and women began integrating previously closed combat arms billets in January 2016. Five years is the...
By Emma Moore
CommentarySharper: Global Coronavirus Response
As regions across the United States enforce states of emergency and a growing list of countries restrict travel, close schools, and quarantine citizens, the economic and human...
By Chris Estep & Cole Stevens
CommentaryCoronavirus pandemic illustrates the need to maintain a strong VA
Schools, offices, and other businesses are shutting down nationwide as the United States ramps up its response to the COVID-19 pandemic. As we read about the extreme strain pl...
By Kayla M. Williams
CommentaryHow the US military's coronavirus response may screw over the reserves
The endless pursuit of lethality combined with perverse incentives for commanders means the U.S. military’s reserve component risks being left in the lurch by the government’s...
By Emma Moore