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

reportActive / Technical Report | Accession Number: ADA390632 | Open PDF

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.

Author(s):
Colley, Jeffrey G.
Author Organization(s):
ARMY WAR COLL CARLISLE BARRACKS PA
Descriptive Note:
Strategy Research Project
Supplementary Note:
DOI: 10.21236/ADA390632
Pagination:
0029

Security Markings

DOCUMENT & CONTEXTUAL SUMMARY

Distribution:
Approved For Public Release

RECORD

Collection: TR
Identifying Numbers
Monitor Series:
USAWC
 Subject Terms
Joint Capability Areas:
JCA_1_Force Support; JCA_1.3_Human Capital Management; JCA_1.3.2_Personnel Management; JCA_1.1_Force Management; JCA_3_Force Application; JCA_5_Command and Control; JCA_3.1.2_Maneuver to Insert; JCA_3.1_Maneuver; JCA_1.2_Force Preparation; JCA_6.4.1_Secure Information Exchange; JCA_1.2.3_Educating; JCA_6_Net Centric; JCA_5.3_Planning; JCA_6.4_Information Assurance; JCA_8_Building Partnerships; JCA_1.2.1_Training; JCA_1.4_Force Support; JCA_4.1_Deployment and Distribution; JCA_8.1_Communicate; JCA_1.4.1_Force Health Protection; JCA_4.3_Maintain
Modernization Areas:
Autonomy
Communities of Interest:
Human Systems
Descriptor(s):
*RECRUITING, *ARMY PLANNING, ARMY PERSONNEL, ACCURACY, HISTORY, BUDGETS, MESSAGE PROCESSING, RECRUITERS, TRANSFORMATIONS
Field(s)/Group(s):
Administration and Management, Personnel Management and Labor Relations
Report Date:
2001 Apr 10
Creation Date:
2001 Jun 13