The Army, which is made up entirely of voluntary enlistees, claims that it is now dealing with the “most challenging labor market” since the establishment of the military. This specific branch exceeded its 61,200 regular recruit objective for the 2020 fiscal year, although it fell short in other areas, like as warrant officers and special operations.
The army reached its regular troop recruitment target for the 2021 fiscal year, but again fell short for its reserve and special operations divisions. In an effort to hire more individuals, it is now revamping its recruitment strategies.
The US Army launched its new brand, “Be All You Can Be,” on March 8 in an effort to recruit new members. Removing the box surrounding its star emblem, the sleek and contemporary campaign emphasizes everything a new recruit to the army can be if they choose to serve in the very important armed forces.
Good. https://t.co/YxHrMiPCz4— Daily Caller (@DailyCaller) March 12, 2023
Christine Wormuth, secretary of the Army, noted in the press release that “political, economic, and social factors are changing how young Americans view the world” and emphasized that the branch is attempting to illustrate how it can still satisfy people’s “passion and purpose.”
This new advertising effort clearly diverges from the Army’s most recent advertisements that referenced “woke” doctrine. According to Elaine Donnelly, president of the Center for Military Readiness, a prior campaign may have led conservative families to think they “are not welcome or appreciated in the military.”
The “woke” marketing, according to Donnelly, seems to overlook the fact that many recruits come from “traditional families, looking for a challenge.”
The Army is hoping that in the future, the new brand will appeal to a more varied audience and demonstrate to potential recruits that military service can kick-start a fulfilling career, whether they choose to serve their country for a short period of time or for the rest of their lives.