October 01, 2019
The Army may have hit this year's recruiting goal, but the service still has a long way to go
A year after missing its recruitment goals for the first time in more than a decade, the U.S. Army announced on Sept. 17 that it will meet its target of 68,000 new soldiers for the 2019 fiscal year.
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:
What The US Army Should Learn From the British Army’s Punchy Recruiting Campaign
The U.S. Army will always face challenges recruiting the soldiers it needs, but an uphill battle is no excuse not to strive to do better —or learn from other countries' modern...
Read MoreMore from CNAS
-
The Many Questions Trump’s Pardons Raise About Civil-Military Relations
Commentary
When President Donald Trump granted pardons to two Army officers—one convicted of war crimes, the other accused of them—and reversed the demotion of a Navy SEAL who was convic...
By Loren DeJonge Schulman
-
The military needs immigrants. The Trump administration wants to keep them out.
Commentary
Lt. Col. Alexander Vindman is now the latest in a line of immigrants challenged about whether it’s truly possible for them to serve the United States as patriots. Vindman, a r...
By Loren DeJonge Schulman
-
Attrition and the Will to Fight a Great Power War
Commentary
A nation’s capability and will to fight are interdependent critical factors in determining military operational success in conflict. The possibility of a kinetic war, however ...
By Emma Moore
-
Rethinking How and Who to Recruit: Disrupting Talent Management
Commentary
This is the written version of a speech delivered at the Royal United Services 2019 Land Warfare Conference in June 2019. In order to remain competitive in a new strategic env...
By Emma Moore
