Over the last few weeks, I’ve attempted to identify the multiple sources of the Army’s personnel crisis, dive into the anticipated impacts of what will happen if nothing changes, and understand the short and long-term effects on the organization. This will be the last column, for now, on the Army’s personnel crisis, and it will focus on some ways to change narratives, structures, incentives/rewards, and develop new ways to appeal to the youth of America so they look at service in the Army as a good option for their future.
One aspect that always gets overlooked is most people who join the Army only stay for their initial enlistment. Because of this fact, there has to be an acceptance from the start that there are very few people who look at service within the Army as a career, rather, it’s an opportunity for personal betterment. Many people join the Army because it’s a way out of their hometown, it allows them to travel, or there is a wanderlust/adventure itch that needs to be scratched. So when it comes to narratives, and the marketing that supports those narratives, there has been a grandiose failure of imagination over the last 20 years from the Army and the advertising/marketing companies who have been awarded immense sums of money to attract people to the Army. The citizenry of the nation has had to suffer from such duds as “The Army of One” marketing campaign, with its narrative of individuality within a team focus. This was attacked immediately and pulled off the shelves after a short period of time. Recently, there have been a series of ads that try and appeal to the youth via their upbringing and non-traditional childhoods. It’s novel, it’s even daring, but it’s a flop. I’m not going to link to those videos, they are easily found on YouTube. The last video I saw, just a few weeks ago, may have been the worst. It showed a bunch of soldiers, junior enlisted personnel, standing around a pool table, talking a very lame version of smack between one another. The message seemed to be, “The Army is just like home when you are with your friends shooting the breeze and hanging out, just don’t look too closely at our uniforms.” And that’s a real problem because making the Army seem more like home is exactly what the Army does not need now, or at any time.
The dislocation a soldier feels when they go through Basic Training is deliberate and purposeful. Trying to craft a narrative that being a soldier is just like being a civilian is not helpful to the individual or the service. There are lots of reasons why Basic Training is designed to transform a civilian into a soldier, and yet the latest ad campaign is completely contradictory to that end.
When it comes to crafting appealing narratives about the nature of Army service and life in late 2022, there needs to be some really innovative and novel thought put into the cauldron. In an early column, I highlighted the fact that the GEN Z/Millennial generational cohorts are not motivated by money, can get college benefits elsewhere for less personal dislocation and discomfort, and want to stay close to family and friends. That’s a good starting point to start looking at changing the entire recruiting enterprise.






