Paper: Army Recruiting Needs a Remix
Harding project logo
Mon, 11/03/2025 - 08:14
As it competes for young Americans’ attention in a tight labor market, the Army needs a recruiting approach that is “more targeted” and “agile,” according to a new paper published by the Association of the U.S. Army.
“Gone are the days of expecting prospects to simply walk into recruiting offices across the United States and meeting U.S. Army manning goals,” Maj. Ryan Crayne writes. “Advertising alone will not persuade; what is needed is a concerted effort to meet young people on their own terms while authentically presenting the wide array of possibilities that Army service entails.”
In “Army Marketing: From Debut to Remix,” Crayne outlines the momentum created by the Army Enterprise Marketing Office and underscores the need for continued recruiting advancements.
Before the Army Enterprise Marketing Office, military marketing largely relied on commercial research that “maps consumer behaviors to demographics and zip codes,” Crayne writes. “While useful in retail contexts, this method fell short for the Army.”
https://www.ausa.org/news/paper-army-recruiting-needs-remix
