RECRUITING tactics in the Army:
The Army spends money on advertising through four main avenues; television, newspapers, radio, and magazines. They have to promote every aspect of what the Army has to offer in order to keep up their numbers. According to James N. Dertouzos and Steven Garber (2006), “the U.S. Army spends about $100 million per year on advertising to promote its recruiting efforts, and a similar amount is spent by the other armed services together” (p.2). The whole point of the ads and the $100 million per year is to make a sale. In George Belch and Michael Belch’s online textbook on advertising, a valuable evaluation of the ad campaign the “Army of One” can be found. In the 1990s the Army was struggling to find men and women to join, and their numbers were down. Belch and Belch’s research showed that 63% of men said the Army wasn’t for them and would never be interested; very little men were interested in enlisting. The Army needed a change; therefore, they changed their slogan to “Army of One” which was to show a focus on not the individual, but instead the strength of the whole Army. In these advertising outlets, they focused on basic training, which was made into a short television show. This was met with an extremely positive response, and therefore helped raise enlistment numbers. United States Army Recruiting Center also uses their website to directly promote the Army. Since we are in the 21st century, the Army is keeping up with the current technology by using social media and powerful visual and interactive aids. Their mission is to recruit highly sought out young citizens who are professional, and will make great leaders and soldiers.
In the Army, being an Army recruiter is a specialty within the organization that is offered. In Bradford, PA, Sergeant Warren Shaw is a National Guard recruiter, and through an interview he revealed some of the tactics he uses. He utilizes ads, t-shirts, word of mouth and the University of Pittsburgh at Bradford's Army ROTC program to help recruit young men and women. Sgt. Shaw actively goes out in the community to recruit men and women 17-30 who are intelligent, want to succeed and are driven. He finds these citizens in local high schools, universities, and career fields. He takes pride in being honest and giving our valid and accurate information because signing a contract and being part of the military is a huge step. Shaw states, “Ads are a waste of money, I’d rather give the money they use to advertise to the kids already in” (W. Shaw, personal communication, October 14, 2014). The Army puts their logo on many items such as laundry baskets, pens, pencils, footballs, and so many other projects. Advertisement cost millions of dollars, and although they are effective in raising interest, there are perhaps more effective as well as cheaper ways to recruit young men and women.