Accession Number:

ADA390632

Title:

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

Descriptive Note:

Strategy Research Project

Corporate Author:

ARMY WAR COLL CARLISLE BARRACKS PA

Personal Author(s):

Report Date:

2001-04-10

Pagination or Media Count:

29.0

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 todays generation, Generation Y.

Subject Categories:

  • Administration and Management
  • Personnel Management and Labor Relations

Distribution Statement:

APPROVED FOR PUBLIC RELEASE