Accession Number : ADA521796


Title :   U.S. Army Recruiting: Improving Advertising, Community Outreach, and Social Media


Descriptive Note : Research paper


Corporate Author : ARMY WAR COLL CARLISLE BARRACKS PA


Personal Author(s) : Walsh, Patrick J


Full Text : https://apps.dtic.mil/dtic/tr/fulltext/u2/a521796.pdf


Report Date : Mar 2010


Pagination or Media Count : 38


Abstract : Recruiting an all-volunteer force sufficient to meet the demands of combat operations and our nation's other commitments is a significant challenge. Essentially, the recruiting challenge for USAREC has evolved to a matter of how to organize its major recruiting campaigns to achieve a synchronized effort across the United States and on military installations around the world. Particularly critical in overall success is how USAREC envisions, develops, and operationalizes improvements in its efforts to connect with the changing youth population that is the key recruiting pool in the future. This paper will explore how the command must develop and implement an improved Information Line of Operation (LOO) within its overall recruiting strategy. Increased effectiveness in this LOO (Advertising, community outreach , and social media operations) will directly impact future recruiting operations effectiveness and offer the best opportunity to reach the targeted generational audiences. Overall, this change will be essential to Recruiting Command providing the all-volunteer Army with qualified enlistees, by empowering its recruiting force to rapidly adjust to changing information environments in order to persuade the next generation of prospects to enlist.


Descriptors :   *RECRUITING , *COMMUNITY RELATIONS , *MEDIA , *ENLISTED PERSONNEL , *MARKETING , *ARMY PERSONNEL , ARMY OPERATIONS , OPERATIONAL EFFECTIVENESS , ALL VOLUNTEER , MILITARY FACILITIES


Subject Categories : Information Science
      Personnel Management and Labor Relations
      Military Forces and Organizations


Distribution Statement : APPROVED FOR PUBLIC RELEASE