In the face of disappointing numbers, the Army is implementing a more sophisticated recruiting strategy.
Army recruiting is now a three-star – lieutenant general – command, reporting directly to the Secretary of the Army,” said Lt. Col. Joe Harris, Commander of the Illinois National Guard Recruiting and Retention Battalion. “The Army’s marketing department connected command of several other assets that used to operate independently under this one command and really shifting from a decades-old recruiting approach to a ‘talent acquisition’ workforce-based” program.
The challenges, said Command Sgt Major Chad McDannald, is senior enlisted advisor of Harris’ department, are to correct people’s perceptions of the service; break out as an attractive option in a post-draft world; and simply conquer young people’s fears.