Even as the United States Army met its fiscal year 2024 (FY24) and fiscal year 2025 (FY25) recruiting goals, it came only after the service faced shortfalls in previous years. To address the issue, the U.S. Army had to lower some barriers to entry, notably by relaxing some policies related to past drug use and tattoos. The service also added a training program to help potential recruits meet the required physical fitness standards.
Then there have been the social media campaigns that sought reach out directly to Generation Z. Individual recruiters carried out some of those efforts, and this month, the United States Army recognized Staff Sgt. Victoria Ortiz for her “deeply personal approach to mentoring future soldiers.”
According to the U.S. Army, Sgt. Oritz was one of the top recruiters for FY25 and will be formally recognized in a ceremony at the Pentagon on Wednesday, January 21.
She emphasized “authentic online engagement and direct advocacy for her applicants, a formula that builds trust with both recruits and their families,” the Army explained.
Getting Personal
Although the U.S. military’s very nature is to instill uniformity among its ranks, Ortiz sought to make the recruiting process more personalized.
“My focus has never been recognition, but the well-being of future generations,” Ortiz said. “When people feel valued from the start, they carry that same commitment forward and lead with care in return.”
This was noted with Ortiz’s dealings with Kaitlin Waterman, a recent recruit who sought to join the military as part of a “journey of personal growth.”
As the U.S. Army explained, the “decisive moment of trust” in the recruiting process occurred at the Military Entrance Processing Station (MEPS). Ms. Waterman was told her mother could not be present for the contract signing due to a policy issue.
To help address concerns, Ortiz advocated for the family, including reaching out to an MEPS guidance counselor to ensure the mother could be present.
That action may not seem all that significant, but it provided Waterman with an “experience” that “highlighted the importance of having a trustworthy recruiter.”
Parents of other recruits shared the sentiment.
“Staff Sgt. Ortiz was a blessing in disguise,” said Jason Smith Sr., the father of another soldier recruited by Ortiz. “You hear a lot of horror stories about recruiters, but she really wanted to make sure that she was doing right by him. She needs to be cloned.”
The Social Media Component
Even as the Pentagon has numerous social media programs, including YouTube videos and campaigns on other platforms, Ortiz was noted for leveraging social media to build connections with today’s young people. Ortiz is active on Facebook and Instagram, which have proven to be the most effective platforms for direct engagement with her target audience. Ortiz’s content strategy has largely been guided by the feedback and concerns she monitors from current applicants.
“Social media has allowed me to connect with prospects I may never have reached through traditional recruiting methods,” Ortiz said.
Ortiz hasn’t been alone in utilizing social media to connect with Generation Z.
She regularly collaborates with a digital media specialist, Staff Sgt. Samantha Estrella, to help streamline the process and produce content based on her concepts. Ortiz suggested that other recruiters who are hesitant to use social media should remember the “intimidation” that applicants often feel.
“Start simple, be yourself, and let authenticity guide your presence online,” she advised, adding that her success has come down to staying true to her core principle.
“The key takeaway is to lead with authenticity,” Ortiz added. “Consistent, honest communication builds trust, drives engagement, and ultimately strengthens recruiting outcomes.”
