In order to solve its recruiting crisis—and safeguard national security—the Army must reclaim its identity in the eyes of the American public
Americans are still joining the military, just not the Army. Although obesity and substance abuse rates disqualify 77% of young Americans from service (a six-percentage point increase since 2017), the other services are still meeting their recruitment goals. In Fiscal Year 2022, the Marine Corps, Air Force, Space Force, and Navy each met 100% of their active-duty recruiting goal. Meanwhile, the Army fell short by a staggering 25% in both 2022 and 2023. The Army’s failure is therefore not an issue of ineligibility, but of identity: By advertising soldiering as a nine-to-five job with benefits, the Army has distanced itself from traditional calls to service, adventure, and growth.
In order to solve its recruiting crisis—and safeguard national security—the Army must reclaim its identity in the eyes of the American public by (1) maintaining a high standard of excellence in recruiting and operations to attract qualified candidates, and (2) gearing advertisements toward those intrinsically inspired by service, camaraderie, and challenge. The Army must not lose sight of its mission: to fight and win our nation’s wars. Rather than brand the Army as a common path for anyone to follow, we must market— and embody—the uncommon path for those striving to be extraordinary.
High Standards Proliferate, Even Among GenZ
Conventional wisdom might suggest that the Army should “get with the times,” but rather than sway with the cultural winds, the Army must remain vigilant in protecting and projecting the traditional image of the American soldier. The Army must breed disciplined, capable, and intelligent servant leaders. Calls to lower standards to appeal to GenZ might bring in more recruits in the short term, but would also signal desperation, degrade the overall quality of the force, and turn motivated citizens towards other branches. The Army must safeguard against and deter preventable, premature separations from the service by maintaining and upholding fitness standards among new recruits. Basic trainees who are incapable of completing their training place undue strain on units, occupy resources unnecessarily, and render enlistment bonuses wasteful.
https://warroom.armywarcollege.edu/articles/all-we-can-be/
