An old United States Marine Corps recruiting campaign highlighted that it was “Looking for a few good men,” and even as there have been concerns that the United States military has relaxed its standards, last year the Marines launched its “Made for This” recruiting effort to attract individuals from Generation Z.
In a 30-second video that highlights the warrior ethos of the service, it reminds recruits, “You don’t join the Marines, you become one.”
USMC Video: Made For This
Now, nine months later, the USMC has launched an investigation into a social media post that seemed to mock a potential recruit who failed to complete the Corps’ Delayed Entry Program, which allows potential recruits to prepare for basic training.
According to a report from Task & Purpose, “Civilians in the Delayed Entry Program for the Marine Corps are colloquially referred to as ‘poolees.'” It then explained that on an unofficial Marine subreddit page, there was a screenshot from Instagram that showed a young man who had failed out the program. In the post from usmc_sgt.alarcon, the individual was seen standing in front of a wall with the USMC’s “Eagle, Globe, and Anchor” (EGA) emblem, with the word “Quitter” superimposed over him.
A description of the photo read, “The Marine Corps ain’t for the weak minded, it’s only for the individuals who actually want something in life, something they can earn not something given to them. This isn’t easy to do and today we found that out. The delayed entry program is a program to get rid of the weak and to help others who want it grow to their full potential.”
The message wasn’t only harsh in tone, but could have the opposite of its intended effect, warned Susan Campbell, distinguished lecturer in the Communications, Film and Media Studies Department at the University of New Haven.
“Shaming someone as a ‘quitter’ hardly seems the way to build an esprit de corps in the Marine Corps,” Campbell told ClearanceJobs. “If this is used as a recruitment tool, precisely what kind of people are they recruiting?”
The USMC Responded
The USMC issued a response, indicating that such comments on social media were inappropriate.
“We are currently investigating a threatening Social Media post and will take appropriate action. The Marine Corps does not tolerate discrimination based on sexual orientation, race, gender or religion. This type of behavior and mindset will not be allowed, and it is not consistent with the core values of honor, courage and commitment that are demonstrated by the vast majority of Marines on a daily basis,” the service explained.
According to the Task & Purpose report, it remains unclear if the individual who posted the photos is a Marine or a recruiter.
“We recognize that recruiting and training are demanding responsibilities, and we expect all Marines representing the Corps to exemplify respect, integrity, and encouragement, especially when engaging with potential recruits,” Capt. John Hardin, director of the Marine Corps Recruit Depot Parris Island Communication Strategy and Operations Office, told Task & Purpose.
Social Media and the Military
The U.S. Armed Forces generally permit uniformed personnel to use social media for personal connections. Still, they must adhere to the Uniform Code of Military Justice (UCMJ) and maintain operational security (OPSEC). Official military social media accounts must be registered and clearly identified as such, following strict guidelines for content and public release.
Official social media content must be approved by a public affairs officer (PAO), who has delegated release authority and has completed OPSEC II training.
“Official posts must be accurate, appropriate, timely, and in the correct tone, and must be approved for public release,” the Department of Defense explained as part of its social media policy guidelines.
The account on Instagram was not an “official” account, yet it attempted to speak for the USMC to some degree. Moreover, it was almost certainly in the UCMJ, which calls for military personnel to refrain from posting anything that could violate the code or reflect poorly on the military.
“No content will be released that could be reasonably construed as offensive, inappropriate, or unbecoming,” the Pentagon explained.
New Navy Guidelines Published
What is also noteworthy about this incident is that it comes just months after the United States Department of the Navy, of which the USMC is part, published “Social Media Guidance for Uniformed Service Members,” which reaffirmed the policies related to the use of the platforms by sailors and Marines.
Last October, the U.S. Navy also published its updated Social Media Guidance handbook for fiscal year 2025 (FY25), which Rear Admiral Jim Waters in the introduction acknowledged, “Social media has become one of our most powerful tools for outreach and engagement,” but added that “It is crucial that we maintain the highest standards of professionalism in everything we post.”
