The United States military met its fiscal year 2024 (FY24) recruiting goals, but it required the branches to get evermore creative to attract potential recruits – and at times even lower the barriers of entry. Even as the goals have been met for last year, the Pentagon understands the challenge.
A recent Government Accountability Office (GAO) report warned that Generation Z has a less favorable view of the military than just a few years ago. In 2021, just 35% of zoomers held a favorable view, down from 46% in 2016.
To address the issue, the Pentagon has employed video games, entered teams at gaming competitions, and even embraced campaigns on social media. The military hasn’t attempted a one-size-fits-all approach, however. Last year, the U.S. Army’s 4th Psychological Operations Group (Airborne), based at Fort Liberty, NC, released a video aimed at recruiting future “PsyOp” soldiers who may fit the mold of the average U.S. Army recruit.
At the same time, the military also employed a long-standing approach – the Production Assistance Agreements (PAAs) to several high-profile TV shows. PAAs are generally approved by the Department of Defense when the production offers “a reasonably realistic depiction of the military services and the DoD, including service members, civilian personnel, events, missions, assets, and policies.”
According to a recent report from Rolling Stone magazine, which cited a public records request, PAAs were provided to Guy’s All-American Road Trip, The Kelly Clarkson Show, Downey’s Dream Cars, The Price Is Right, America’s Got Talent, and The Jennifer Hudson Show.
Reaching the Youth Through Celebrities
The use of PAAs with those TV shows is notable in that these aren’t exactly known for being especially jingoistic. The Pentagon doesn’t need to pull out the stops to recruit adrenaline junkies or those looking for adventure.
“Outreach efforts through celebrities and social media make sense. It’s absolutely mandatory since we no longer have a draft in the United States, and therefore rely on the volunteer Army,” explained Scott Talan, assistant professor of Public Relations & Strategic Communication at American University.
“If you think about the ways that generation Z or younger people come in contact with any information about the military, it’s going to be in the news, which is most of the time maybe isn’t in the most positive light,” Talan told ClearanceJobs.
Thus employing social media, influencers like Gen Z YouTube star MrBeast, and celebrities allows the media to appear more positive.
“That gives some younger people who are targeted in the campaign a chance to consider finding out more information, talking to a recruiter, or joining directly,” Talan continued.
The Evolving Relationship With Hollywood
The U.S. military has maintained a partnership with Hollywood going back more than a century – and arguably the most famous example was 1986’s Top Gun, a film that inspired many young men and women to consider flying fighter aircraft for the U.S. Navy.
“The first Top Gun had an incredible impact on recruiting. This isn’t something that is out of the ordinary,” suggested Jason Mollica, lecturer in the Communications Studies Department at James Madison University.
“That helped in showing the positive side of the military. It certainly helped with recruitment,” Mollica told ClearanceJobs.
“The movie had the Pentagon’s approval, and there was an increase in recruitment staff after it came out,” added Talan. “The Pentagon is now finding future warfighters by going through celebrities, social media and influencers.”
Brands the Military Can Trust
It could be argued too that the DoD knows it can trust those brands – which have large audiences, including those in Gen-Z As Mollica further noted, the partnership with the Pentagon and those shows ensures the military is recognized throughout the year, and not just on the “big military days” like Memorial Day, the Fourth of July and Veterans Day.
At the same time, it offers an honest look at the military.
“We do see those cases where servicemembers are away from friends and family at the holidays, but this shows the realistic aspect of service, and that those in uniform protect the country and freedom,” Mollica added. “Overall, you have to consider this isn’t the only recruitment effort, as that wouldn’t be smart. Instead, it is part of a bigger strategy to reach the youth of America.”
