The National Network Opposing the Militarization of Youth (NNOMY)

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COVID-19 Has Forced The Army To Rethink And Step Up Its Virtual Recruiting Efforts

Carson Frame

Carson Frame / The American Homefront Project -  Listen to the Report

Image Department of DefenseThe Army is holding its first nationwide virtual recruiting campaign, after the COVID-19 pandemic forced it to scale back face-to-face interactions and revealed gaps in its digital outreach strategy.

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.

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Dismantling the School-to-Soldier Pipeline

Jacobin

AN INTERVIEW WITH
Nancy Cruz, Barbara Harris, Rick Jahnkow, and  Seth Kershner | Originally Published in Jacobin Magazine on October 18, 2019
 

 

SK
The National Defense Act of 1916 created the Reserve Officers’ Training Corps (rotc), which operates at the university level, along with Junior rotc, which operates at the high school level. At first, JROTC was kind of like rotc’s unwanted stepchild. There were only a couple hundred JROTC units across the country until the mid-1960s.
 
The program really started to expand in earnest once the draft ended in 1973. Between 1971 and 1974, enrollment in Army JROTC increased by 21 percent, Air Force JROTC increased by 50 percent, and Navy JROTC increased by more than 100 percent. High schools became the answer to the Pentagon’s manpower problems.
 
BH
Anyone under the age of eighteen should not be recruited or be part of the military system. I believe this is a United Nations protocol, and in my view the United States doesn’t follow it.

Once Again, the US Military Wants Your Kids

Jonah Walters

Jonah Walters / Jacobin Magazine -

240 High school students attend a two-day challenge designed to heighten Marine Corps awareness. Sandy Huffaker / Getty Images

Military recruiters understand that widespread joblessness is good for enlistment. They celebrate the arrival of “Sergeant Hard Times,” recognizing that misery is the best motivator.

The corona virus crisis has been a double-edged sword for military recruitment in the United States. On the one hand, the tightening of the labor market contributed to higher rates of retention than the Army brass expected, meaning that many soldiers decided to reenlist this spring rather than pursue civilian employment when their terms of service expired. On the other hand, recruiting stations across the country have had to shut down to comply with social distancing guidelines, limiting recruiters’ access to young people and inhibiting the “kneecap-to-kneecap” conversations recruiters widely acknowledge to be essential to their work.

Less than one percent of the Armed Forces’ target demographic — seventeen- to twenty-four-year-olds — is actively interested in a military career. After a “kneecap-to-kneecap” encounter with a recruiter, whether at a recruiting station or a school event, probability of enlistment climbs to more than 50 percent, according to the Army.

The reasons for this have been well-documented by anti-recruitment activists for decades. Recruiters, who are expected to meet regular enlistment quotas, aggressively pursue young people who express interest, generally attempting to separate them from parents, teachers, counselors, and others who might advocate for civilian careers.

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