Application of Geodemographics to the Army Recruiting Problem,
CLARITAS CORP ARLINGTON VA
Pagination or Media Count:
Numerous methods of allocating recruiters, assigning mission and directing the advertising effort have been used during the past decade. Criteria such as the number of military available ages 17-21, the number of qualified military available ages 17-21, the number of male high school seniors, past production andor the results of other services efforts have all been used in an attempt to solve the recruiting equation. Early in 1980 USAREC developed a time-phased stepwise regression model for mission assignment, but that was only a partial solution to a single part of the problem. During the past year, two major new thrusts were begun which apply geodemographic analysis down to ZIP Code level to pinpoint the recruiting market and to optimize recruiting resource allocation. The first of these, the Army effort, centers on high school seniors and graduates discounted by recruiter. The civilian effort by Claritas Corporation, under Army contract, applies proven neighborhood clustering techniques, based on demographic variables at the ZIP Code level, to identify specific locales of unrealized potential. These micro-defined areas of untapped potential are identified for each category, age group, sex and MOS of recruits.
- Administration and Management
- Sociology and Law
- Personnel Management and Labor Relations