Army Transformation. How Recruiting Command's Theme Needs to Change

Abstract

The U.S. Army has had a difficult time meeting its recruiting goals for the last several years. Recruiting Command has attempted to correct the situation by transferring more soldiers from the Army at large and making them recruiters. Another initiative was to increase its advertising budget and produce a new recruiting theme. While the new recruiting theme has only been on the streets for two months, the other efforts have proven to be less than totally successful. These efforts have resulted in draining the meager budget of the Army and occupying the time of over 8,000 non-commissioned officers with a non-warfighting mission. Recruiting Command must rely on an accurate message or theme that encourages the youth of America to join the Army in the face of Army Transformation and the impact of increased OPTEMPO. This paper looks at the history of the recruiting theme, evaluates the new theme, 'An Army of One', and makes recommendations as to a theme that is appropriate for today's generation, Generation Y.

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Document Details

Document Type
Technical Report
Publication Date
Apr 10, 2001
Accession Number
ADA390632

Entities

People

  • Jeffrey G. Colley

Organizations

  • United States Army War College

Tags

Communities of Interest

  • Biomedical
  • Energy and Power Technologies
  • Human Systems
  • Weapons Technologies

DTIC Thesaurus Topics

  • Active Duty
  • Army Personnel
  • Business Administration
  • Demographic Cohorts
  • Deployment
  • Education
  • Employment
  • Generation X
  • Management Personnel
  • Millenials
  • Recruiting
  • Students
  • Teamwork
  • United States
  • Universities
  • War Colleges
  • Warfare

Readers

  • Military Leadership and Professional Education.
  • Naval Personnel Management
  • Systems Analysis and Design