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NNOMY News 1040: January 18 2020: The New Face of Military Recruiting
The new face of military recruiting looks a lot like the old face issue, wise, only it is gauging what gains the attention of Generation Z which means the virtual world of computer gaming. The new esports approach of the Department of Defense is turning better leads and generating greater interest than the traditional high school recruitment strategies of years prior without the problems of community regulation and counter military recruiting interference. The U.S. Army's "What's Your Warrior'" campaign is right out of the video game playbook. The question is what does this mean for Counter-Recruitment activists going forward into the new decade.
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What’s Your Warrior?
In 2018, the Army set its sights on enlisting 80,000 soldiers, but adjusted its goal in the middle of the year to about 76,500, only to fall short at roughly 70,000 in the end. The 68,000 number used in 2019 and 2020 is much more modest.
The Army has also put a lot of investment into a new recruiting campaign, spearheaded by a new Chicago-based marketing team intent on harnessing big data analytics and the digital space to find potential soldiers.
The marketing team left its long-time headquarters near the Pentagon for Chicago this fall in an effort to get closer to private-industry talent — including DDB Chicago, the firm that won a $4 billion contract to serve as the Army’s full-service ad agency until 2028.
The first ad campaign by the new team was released in November. Called “What’s Your Warrior?”, the campaign’s focus is on enticing potential recruits of Generation Z by highlighting the Army’s non-combat roles.
Watch the Campaign Video
https://youtu.be/7TprgnuYfyQ
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The Corps is offering big bonus bucks for ground combat Marines in 2020
Shaun Snow / Marine Times - The Corps is continuing to invest heavily in its ground combat forces, and some Marines may be eligible for bonuses and extra kicker payments totaling nearly $90,000.
On Friday the Corps rolled out its fiscal year 2020 bonus package, which includes cash incentives to lateral move into high demand job fields from Raiders, recon and intelligence all the way to initiatives to develop infantry squad leaders.
First term sergeants lateral moving or re-enlisting into the 0365 squad leader job field can expect to pocket a $57,000 bonus. The bonus is part of the squad leader development program, and infantry Marines, machine gunners, mortarmen, assaultmen and anti-tank gunners who agree to remain in the operational forces for 48 months are eligible.
Read More
https://www.marinecorpstimes.com/news/your-marine-corps/2019/07/08/the-corps-is-offering-big-bonus-bucks-for-ground-combat-marines-in-2020/
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The Military Views Poor Kids as Fodder for Its Forever Wars
As the United States staggers toward war, it will try to draw troops from the same poor, rural neighborhoods it always has.as Fodder for Its Forever Wars
Nick Martin / The New Republic - In my high school in rural North Carolina, a plastic table was set up just off to the side of the atrium where we all congregated after lunch every day. Behind that pamphlet-strewn table was a man in the recognizable khaki of a Marine’s service uniform. With a smile that never left his face, he’d reach out a hand and ask about your day. He’d inquire about your classes, whether you played sports, who you rooted for. Then, after maybe two or three minutes of small talk, he’d make his pitch.
Read More
https://newrepublic.com/article/156131/military-views-poor-kids-fodder-forever-wars
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Army preys on vulnerable teenagers with misleading new adverts
Peace Pledge Union - The UK army has been accused of trying to exploit teenagers who lack self-confidence after launching their 2020 recruitment campaign.
The army's new recruitment adverts claim that signing up can provide young people with "confidence that lasts a lifetime".
Military recruitment campaigns have become increasingly desperate in recent years after nearly a decade of failure to meet recruitment targets.
The Peace Pledge Union (PPU) said the adverts mislead potential recruits about the realities of military life, given the widespread evidence of bullying and coercion, which are much more likely to reduce confidence.
Read More
https://ppu.org.uk/news/army-preys-vulnerable-teenagers-misleading-new-adverts
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The U.S. Navy Will Spend its Advertising Dollars in Esports and YouTube, Dumps Super Bowl
Kevin Hitt / Esports Observer - Esports will be a primary focus of the Navy in 2020, not only for recruitment, but morale as well. February will see this new strategy put into place as it begins to advertise in esports. Additionally, the Navy will look to become a major sponsor of esports events and field an esports team recruited from the service’s active-duty recruiters. Where and in what esports the Navy plans to advertise was not disclosed at the time of writing.
According to a 2018 Syracuse University study, which the Navy used to create its online advertising strategy, esports viewership is expected to be around the 84M people mark, which if true should surpass all other professional sports leagues except NFL viewers. What has the Navy perhaps even more excited is that the same report says just about 61% of esports viewers are under the age of 25.
Read More
https://esportsobserver.com/usnavy-esports-advertising/
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Elite gaming: Army engages youth in esports
The esports program is an Army Recruiting Command outreach effort designed to connect the Army and American population through a shared passion for gaming, said Sgt. 1st Class Christopher Jones, the non-commissioned officer in charge of the program.
"Gaming as a medium has been growing consistently," Jones said. "Soldiers have grown up as gamers long before they joined the Army.
"We're actually putting a light on the gaming community itself, showing that it's not just a specific kind of person that plays video games," he added. "Everybody can enjoy this medium together, and it is a great way to grow the community at large."
One side of the program targets the completive gaming circuit for games like Counter-Strike: Global Offensive, Overwatch, League of Legends, and Siege.
More than 6,500 Soldiers applied to be part of the Army's esports program shortly after it launched in September 2018. The esports team is slated to announce the final team roster in October.
Soldiers who are identified as the most competitive in select gaming titles will be reassigned to Fort Knox for a three-year tour, Jones said.
While at Knox, competitors will spend most of their time practicing with their teammates to maintain their competitive edge, he added. Teams will then use their skills to represent the Army at regional or national tournaments, or at other gaming exhibitions and conventions.
Read More
https://www.army.mil/article/224839/elite_gaming_army_engages_youth_in_esports
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Army simulator stops at Sapulpa High School
Don’t drive drunk. Don’t drive distracted.
That’s the message the U.S. Army is hoping to get across to young people as its Army Engagement Trailer made a stop at Sapulpa High School on Monday.
The trailer is outfitted with five simulators in which participants get behind the wheel for a first-hand experience of what it’s like to drive while impaired. The driver must be able to come to a complete stop at stop signs, stay in the designated lane, obey the speed limit, and watch out for pedestrians in crosswalks or dogs darting across the street.
“We try to make it fun because, you know, it’s redundant to hear it all the time and now they can kind of see why you don’t wanna drive drunk, why you don’t wanna drive impaired,” said Sgt. Michael Jones.
The AET is one of 12 that the Army uses for educational purposes.
The trailer travels the country stopping at schools, colleges, and fairs to teach kids about driving while impaired.
It will remain open during school hours through Tuesday.
Read More
https://www.sapulpaps.org/news/what_s_new/army_simulator_stops_at_sapulpa_high_school
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