Digital deployment: how social media can reshape modern military recruitment

Written by Ileana-Ancuta (Anca) Grigorescu
Edited by Alice Thomas

The symbiotic relationship between influencers and military recruitment has emerged as an unexpected yet potent force. Influencers, having the power to shape opinions and garner widespread attention, find an unlikely ally in the selfless and patriotic narratives of military personnel. The compelling stories of resilience, sacrifice, and dedication that those who have served bring to the table possess the potential to captivate audiences, fostering a deeper connection with the values upheld by the armed forces. This dynamic partnership serves as a bridge between the digital realm and the real-world valour of military service, ultimately fostering a collective sense of duty and inspiring individuals to consider a path of service to their nation (Keenan, 2023) The article delves into how influencers can translate the experiences of military people into a language that resonates with a broader audience and how they play a pivotal role in the recruitment efforts of the armed forces.

In recent years, there has been a steep decline in the interest and enthusiasm of young people for enlisting in the military. This trend poses significant challenges for military recruitment efforts, especially for global powers like the USA or UK. This affects all branches of the military, including the Army, Marine Corps, Navy, and Air Force (Nation, 2022). For 2023, when it comes to the United States, the Army concluded with 55,000 new recruits, falling notably short of its anticipated goal of 65,000 for the fiscal period. Furthermore, not all recruits remain actively serving, since approximately 4,600 have joined the service’s Delayed Enlistment Program, reserved in anticipation of another challenging recruitment season in 2024 (Serbu, 2023).

All these downturns and inabilities to strengthen the American military branches directly have a (direct) spillover effect on the external capabilities of the US on the international scene (Beynon, 2023). Given the difficulties faced in the military recruitment process, Army Secretary Christine Wormuth and Chief of Staff General James McConville have put together a plan to allocate over $1.2 billion from the military schemes to “recruitment initiatives, enlistment and reenlistment bonuses and other activities” (Singer & Scott-Skillern, 2023).

Every factor that predicts the level of success of military recruitment, especially in NATO states, shows a discouraged direction or remains at the same level. These elements relate to the factors influencing young people’s inclination towards military service, which include “demographics, economic development, the health of young people, civic engagement, the veteran population, educational priorities, public perception of the armed forces, and the proportion of young people pursuing higher education immediately after leaving school.” (Spoehr, 2021).

The traditional recruitment methods once relied upon are no longer viable options to guide the Army toward its necessary trajectory. This is primarily due to external elements, such as pandemics and economic shifts, which have significantly impacted the recruitment process over the past years. To navigate these challenges effectively, it is imperative for the Army to capitalise on its distinct strengths and maximise its most valuable asset—its personnel. By making full use of these advantages and customising strategies to fit the current recruitment environment, the best results can be achieved (Keenan, 2023). Against this backdrop, attention needs to be given to certain instruments that can be exploited for the purpose of enhancing the future of recruitment in the army, and among these, social media stands out as one of the most influential instruments (Wenger et al., 2019).

In recent years, there has been a notable rise in the influencer marketing sector and influencers, a novel “category of opinion leaders”, situated between well-known public figures and acquaintances. This trend has evolved alongside the growth of social media platforms. Social media influencers represent a unique and contemporary approach to marketing, taking on the position of opinion leaders within their specific areas of expertise, and their followers often search for or trust their perspectives when making everyday choices. These developments have driven the increasing use of influencer marketing campaigns on platforms like Instagram, reaching across both private and public sectors worldwide (Belanche et al., 2021).

Given the recruitment challenges it faces, the military recognises the necessity of leveraging influencers and social media platforms to attract young individuals and spark their interest in exploring military life. Influencers are skilled at creating authentic and relatable content, tapping into emotional connections rather than solely delivering informative messages. By sharing compelling stories centred around real people and experiences, content creators can pique the curiosity of young audiences about military service. This approach allows the military to explore influencers’ capabilities to deliver emotionally resonant narratives, such as depicting a typical day in the life of a soldier, providing audiences with a firsthand glimpse into the realities of military existence from dawn ‘till dusk.  For instance, the army could collaborate with social media influencers to unveil the untold heroism within the military ranks. Together, the creators and the soldiers embark on a journey to uncover the profound stories of military personnel, recounting moments of bravery and sacrifice from their deployments. Through emotional reflections and intimate conversations, soldiers share their experiences of service, illustrating the profound impact of their commitment to duty (Wenger et al., 2019). This campaign would not be just about showcasing military life – it would be about honouring the resilience and valour of those who serve, inviting viewers to witness the extraordinary humanity behind the uniform. This can make military service seem more appealing and relatable, potentially sparking interest in joining. Providing real-life examples of the opportunities and experiences available within the army can help young people picture themselves as part of that community, further encouraging their interest in exploring military careers (Keenan, 2023).

Some nations are effectively leveraging social media to advance their objectives, with the United Kingdom being a notable example. For instance, the British army initiated the “This is Belonging” campaign in 2017, focusing on fostering emotional connections and showcasing authentic moments within army life. Each year, the campaign evolves with new themes: “This is Belonging” in 2017 and 2018, “Your Army Needs You” in 2019, “Confidence that Lasts A Lifetime” in 2020, “Fail. Learn. Win and A Soldier is a Soldier” in 2021, “Nothing Can Do What A Soldier Can Do” in 2022, and “You Belong Here” in 2023. The consistent objective has been to recruit more young individuals into the British army, with each iteration challenging societal stereotypes about youth. Rather than dwelling on misconceptions, the campaign encourages recognising and harnessing the potential of the younger generation through meaningful work. Using Instagram as their primary platform, the British Army collaborated with influencers whose values aligned with theirs, ensuring the campaign’s message resonated with their target audience (Capita, 2023).

This form of communication sparked a significant shift in how the British Army communicates outside their “bubble”. It not only depicted military life vividly but also evoked emotions in a technologically driven world of military recruitment. The campaign’s triumph on social media was fueled by its skillful use of social media tools to grasp the expectations of the target audience. They crafted tailored messages to capture the attention and curiosity of young generations. The interviews with serving soldiers, focusing on the sense of belonging to a close-knit camaraderie, the potential for deep connections with like-minded individuals, and being part of a greater cause, emerged as the most successful element. These interviews showcased a previously unseen humane aspect of army life. The campaign’s success can be attributed to its emphasis on emotions, portraying to potential recruits that they can enter a human and authentic environment. By March 2020, the Army had exceeded its annual soldier recruitment target by more than 100%, marking the first time in eight years (Capita, 2023).

Another instance, although not as deeply immersed in influencer marketing as the UK, can be seen in the United States. In 2018, they initiated a marketing initiative named “Warriors Wanted”. Unlike merely relying on social media across multiple platforms, they also targeted cable TV, specifically aiming at Generation Z. The campaign showcased soldiers from the 75th Ranger Regiment rappelling from the helicopters, accompanied by personalised messages such as “we do what’s right,” “we never quit,” “we never accept defeat,” and “we lead the way.” Similar to the British Army, the American approach prioritised highlighting the emotional aspect of the campaign, motivating young individuals to feel empowered upon joining the US military (Cox, 2018).

In 2019, the Americans launched a subsequent campaign titled “What’s your Warrior?”, created as an advancement of the previously mentioned initiative, with a focus on showcasing the extensive range of roles available within the US military. This campaign highlighted how these varied skills and talents converge to create the world’s most formidable team, according to their perspective. It conveyed the message that there are numerous ways to embody the spirit of a warrior and that by serving in the military, young people have the opportunity to make a meaningful impact beyond their own lives, while improving their personal growth. The campaign aimed to engage Generation Z people aged 17 to 24, who are characterised by a blend of “goals” and “pragmatism”, recognising that this demographic is driven to strategically affect positive change. Its objectives included expanding Gen Z’s limited understanding of the military beyond its combat roles, establishing a more contemporary identity for the military that resonates with the visual and verbal language, as well as the principles and aspirations of Gen Z youth, and turning the target audience’s respect for the military into a practical avenue for fulfilling their life objectives and expanding their skills (Army Enterprise Marketing, 2019).

To sum up, the article underscores the potential synergy between military recruitment strategies and influencer marketing, particularly pertinent as many NATO states have issues with personnel shortages. Traditional recruitment methods, once effective in the 2000s, now struggle to resonate with today’s youth demographic. By embracing influencers and influencer marketing, armed forces can develop innovative approaches that go over stereotypes and offer nuanced portrayals of military life to the younger generation (Peralta & Caporusso, 2020). Illustrative examples from nations like the US and the UK demonstrate a concerted effort to exploit social media platforms in recent years. Through tailored campaigns targeting Generation Z, these militaries have adeptly navigated the digital landscape, engaging with audiences on the platforms they use. Such initiatives not only serve recruitment goals but also foster a deeper understanding of military service among the public, dismantling outdated perceptions and fostering a more informed discourse on national defence. In essence, the evolving landscape of influencer marketing presents an opportunity for militaries to recalibrate their recruitment strategies, digging into the contemporary youth culture while dispelling misconceptions surrounding military life. Through strategic integration of influencers and digital campaigns, armed forces can forge meaningful connections with the next generation of recruits.

References

Army Enterprise Marketing, (2019), “U.S. Army’s Marketing Campaign: “What’s Your Warrior?”, U.S. Army War College News Archives, Available at armywarcollege.edu/News/archives/13730.pdf

Belanche, D., Casaló, L. V., Flavián, M., & Ibáñez-Sánchez, S., (2021), “Understanding influencer marketing: The role of congruence between influencers, products and consumers”, Journal of Business Research, pp.186-195, available at Understanding influencer marketing: The role of congruence between influencers, products and consumers – ScienceDirect

Beynon, Steve, (2023), “Army Expects to Miss Its Recruiting Goal Again This Year”, Military.com, Available at https://www.military.com/daily-news/2023/05/02/we-are-going-fall-short-army-will-miss-its-recruiting-goal-year.html

Capita, (2023), “British army’s latest recruitment campaign: ‘you belong here’ challenges misconceptions about personal fit”, webpage available at https://www.capita.com/news/british-armys-latest-recruitment-campaign-you-belong-here

Cox, Mattheu, (2018), “Army Launches New ‘Warriors Wanted’ Campaign Aimed at Generation Z”, Military.com, webpage available at https://www.military.com/dodbuzz/2018/10/19/army-launches-new-warriors-wanted-campaign-aimed-generation-z.html

Keenan, Laura, (2023), ”INFLUENCERS, RETURNSHIPS, AND REIMAGINED CAREER PROGRESSION: CREATIVE SOLUTIONS FOR THE ARMY’S RECRUITMENT CRISIS”, Modern War Institute at West Point, Available at https://mwi.usma.edu/influencers-returnships-and-reimagined-career-progression-creative-solutions-for-the-armys-recruitment-crisis/

Nation, Ashley, (2022), “HAVE A PULSE? THE MILITARY WANTS YOU ! ”, MyBaseGuide, Available at https://mybaseguide.com/military-recruitment

Peralta, Angel & Caporusso, Nicholas, (2020), “The Impact of Social Media in Military Recruiting” chapter in “Advances in Physical, Social & Occupational Ergonomics”, Springer, pp.415-420, available at (PDF) The Impact of Social Media in Military Recruiting (researchgate.net)

Scott-Skillern, Carmelia & Singer, P.W, (2023), ”The U.S. Army Has a Recruitment Problem. Here’s How to Solve It”, Time, webpage available at https://time.com/6260526/army-recruitment-problem-us/

Serbu, Jared, (2023), “Army plans major changes to recruiting after falling short of 2023 goals”, Federal News Network, Available at Army plans major changes to recruiting after falling short of 2023 goals (federalnewsnetwork.com)

Spoehr, Thomas, (2021), “Improving America’s Long-Term Military Recruiting Outlook”, The Heritage Foundation, pp. 1-3, Available at BG3657.pdf (heritage.org)

Wenger, Jennie W.; Krull, Heather; Bodine-Baron, Elizabeth; Larson, Eric V.; Mendelsohn, Joshua; Piquado, Tepring; Vaughan, Christine A, (2019), “Social Media and the Army: Implications for Outreach and Recruiting”, Rand Corporation, pp.1-48, Available at Social Media and the Army: Implications for Outreach and Recruiting (rand.org)