COVID-19 Has Forced The Army To Rethink And Step Up Its Virtual Recruiting Efforts
As the coronavirus pandemic bloomed this spring, the Army reduced staff at many brick-and-mortar recruiting stations across the country. Enlistments slowed, fueling concerns that the service would have to extend the contracts of current soldiers in order to meet total force requirements.
Recruiters took their work remote, but lost out on some of the major recruitment opportunities that normally boost their numbers.
"That last moment before a senior leaves their high school-- typically we're there," said Staff Sgt. Kara Wilson, a station commander in West Texas. "We're helping them with support, finding them different avenues."
"However, we didn't have that moment this year, she said."
So Wilson and her team have had to build an online recruiting environment to reach those same young people. Apps like Facebook, Instagram, and Snapchat have proven the most effective, and Wilson has designed new campaigns for each.
But not without a little help.