{"id":30931,"date":"2023-10-10T00:00:00","date_gmt":"2023-10-10T00:00:00","guid":{"rendered":"https:\/\/adn.monetizemail.com\/?p=30931"},"modified":"2023-10-12T06:43:02","modified_gmt":"2023-10-12T06:43:02","slug":"army-details-five-ways-to-bring-recruiting-into-21st-century","status":"publish","type":"post","link":"https:\/\/adn.monetizemail.com\/?p=30931","title":{"rendered":"Army details five ways to bring recruiting into 21st century"},"content":{"rendered":"
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\n Chief of Staff of the U.S. Army Gen. Randy A. George gives his remarks at Contemporary Military Forum 1, during the AUSA 2023 Annual Meeting and Exposition at the Walter E. Washington Convention Center in Washington, D.C., Oct. 9, 2023. The topic was: Be All You Can Be – Attracting Talent for the 21st Century.
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WASHINGTON \u2014 Gen. Randy A. George, Army chief of staff, detailed five areas that Army Recruiting Command will revamp during the Be All You Can Be Symposium at the Association of the United States Army Annual Meeting and Exposition in Washington D.C. Oct. 9.<\/p>\n

The Army will shift how it prospects for recruits, transform its recruiting workforce, realign the recruiting command structure, create an experimentation capability within the recruiting command, and use evidence-based recruiting. It already revamped its slogan, \u201cBe All You Can Be\u201d in March.<\/p>\n

George said recruiting has changed drastically since he joined the Army 42 years ago, when \u201cBe All You Can Be\u201d was also the Army slogan. He was trying to figure out how to get money to go to college. He talked to a Korean War veteran who told him he should join the Army.<\/p>\n

\u201cIt was the best thing I ever did,\u201d George said. \u201cHe was very successful in my very small, local community and had a big impact on me.<\/p>\n

\u201cWhen I first came in, I went over to the National Guard armory; got into a van; drove down to Des Moines, Iowa; took the ASVAB test; [and] got to stay in a hotel,\u201d George said. \u201cThe next day, I did the medical piece, and by noon I was calling my mom to let her know I was signing up. It was that quick. It\u2019s different now.\u201d<\/p>\n

He said he went out and talked to troops around the world to learn from the boots on the ground.<\/p>\n

\u201cWe\u2019re retaining great Soldiers; they love being in the Army. They love the people and the mission. They\u2019re making lifelong friends and being fulfilled by what they do by being in the military,\u201d he said. \u201cNow we just need to look at how we need to recruit a little differently in today\u2019s day and age.\u201d<\/p>\n

Changing how the Army prospects<\/strong><\/h5>\n

Maj. Gen. Johnny Davis, commanding general of the Army Recruiting Command, trains and leads more than 8,000 recruiters worldwide.<\/p>\n

Recruiters are prospecting in a competitive environment with shifting generational and workforce preferences.<\/p>\n

George said the Army may need to target recruits from the labor force who are going to work during the day and college in the evenings.<\/p>\n

\u201cThey still think of the Army as only infantry, armor and combat arms when we have a gamut of critical career fields, George said. \u201cI don\u2019t know if many in the labor force and those in school understand what we truly do for this nation.\u201d<\/p>\n

\u201cThe high school markets make up a large portion of our enlisted force but with that number shrinking, we need to expand into the labor market,\u201d Davis said.<\/p>\n

He said he talks to non-military people like his delivery drivers as much as possible.<\/p>\n

\u201cI ask them to educate me. I\u2019ve been in the uniform for so many years. I just want to understand from their perspective,\u201d he said. \u201cThey\u2019re very supportive. They trust the military. But they don\u2019t relate to the Army.\u201d<\/p>\n

Transforming the Army\u2019s recruiting workforce<\/strong><\/h5>\n

The Army developed its recruiting workforce reforms after conducting a 90-day quantitative and qualitative analysis of two million contracts, 1.5 million accessions and 70,000 recruiters since 1998.<\/p>\n

\u201cWe\u2019re picking the right people, training them and keeping them, and not rotating them all the time so they can interact in their communities,\u201d George said. \u201cThey will have language skills, know the area, know the people, continue to progress, know the environment and can be more effective.\u201d<\/p>\n

The change will result in a new military occupational specialty, 42T, talent acquisition specialist.<\/p>\n

\u201cThis whole rollout, it has been on all of our minds every single hour as we look at transforming. This is potentially the biggest change ever to occur in the United States Army Recruiting Command\u2019s history,\u201d Davis said.<\/p>\n

Davis grew up hearing war stories from his grandfather, who served in World War II.<\/p>\n

\u201cHe spent a lot of time sharing his Army story with me,\u201d Davis said. \u201cHe was very inspiring to the whole family.\u201d<\/p>\n

He hopes to carry on that inspiration to his team of recruiters as they create this new career field.<\/p>\n

Davis touts the Soldier referral and recruiter performance incentive programs as successes because they were recommended by recruiters on the ground.<\/p>\n

\u201cWhen [they see] that investment in them, then there\u2019s this surge of energy to get out there and do more in terms of our prospecting, processing and future Soldier management,\u201d Davis said. \u201cListening to these recruiters and acting on their recommendations, that\u2019s what I\u2019m doing; it\u2019s driving this positive resurgence across the recruiting force.\u201d<\/p>\n

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\n Chief of Staff of the U.S. Army Gen. Randy A. George gives his remarks at Contemporary Military Forum 1, during the AUSA 2023 Annual Meeting and Exposition at the Walter E. Washington Convention Center in Washington, D.C., Oct. 9, 2023. The topic was: Be All You Can Be – Attracting Talent for the 21st Century.
\n (Photo Credit: U.S. Army photo by Sgt. Deonte Rowell)<\/span>
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Realigning the recruiting command structure<\/strong><\/h5>\n

George said that marketing and recruiting will be consolidated and realigned into a three-star command directly reporting to him and the secretary of the Army.<\/p>\n

\u201cThe tenure will be for four years. I\u2019m going to be personally involved to help drive and make sure we\u2019re getting after the change that we need,\u201d he said.<\/p>\n

\u201cThis synergy with the brand rollout has been able to help us align our marketing with the needs of our recruiters,\u201d Davis said. \u201cWe\u2019re starting to see all of our efforts from marketing, our retraining, what we\u2019ve done to invest in our recruiters and then educating them on this brand.<\/p>\n

Creating an experimentation capability within recruiting command<\/strong><\/h5>\n

The Army will have an experimentation team, comprised of recruiters supported by experts in information management, data management, survey design, labor market analysis, marketing, operations and procurement.<\/p>\n

Recruiters will be able to use technology to analyze the job market, what is and what isn\u2019t working, and use technology in recruiting efforts.<\/p>\n

\u201cMost of the great ideas come from the people who are actually doing the mission,\u201d George said. \u201cWe need to empower the people who are out there innovating for the Army.\u201d<\/p>\n

\u201cEverything we\u2019ve done in this command is from the feedback provided by these recruiters. It\u2019s allowed us to really move resources and invest in their needs. We\u2019re all interdependent,\u201d George said.<\/p>\n

Using evidence-based recruiting<\/strong><\/h5>\n

George said the Army needs to improve the formal measurement and evaluation of recruiting policy decisions to better determine return on investment and more effectively allocate resources.<\/p>\n

\u201cWe need to do a better job in the Army of understanding what\u2019s working and what isn\u2019t,\u201d he said. We need to know what\u2019s working in our marketing, how effective is it if you give someone a bonus, [and] what is the sensitivity analysis.\u201d<\/p>\n

Some people join the Army to be assigned to specific locations or for specific career fields, George said.<\/p>\n

\u201cWe need to study that and make sure we have the analytics behind it as we move forward. There\u2019s no more important topic in our Army right now.\u201d<\/p>\n

\u201cOur responsibility to the Army is to be experts in warfighting and to be prepared to defend our nation,\u201d George added. \u201cWe need the right people inside the Army. People have always been the strength of our Army.\u201d<\/p>\n

Rebranding the Army<\/strong><\/h5>\n

In March, the Army rolled out the \u201cBe All You Can Be\u201d brand to address a younger generation.<\/p>\n

Brian Griepentrog, executive vice president, Fors Marsh Group, leads a team of more than 60 scientists who conduct research for the Army with a focus on recruiting, market and advertising research, vocational choice, personnel selection, training and youth demographics.<\/p>\n

His team conducted years of research with young adults and veterans about the perceptions of the Army and Army service. They used the concepts of possibilities, purpose, passion, communities and connection to find out what slogan participants liked best for the Army.<\/p>\n

\u201cAcross all of these stakeholders, in a number of criteria, when asked if it would be a strong representative of purpose, passion, communities and connection, that was the winning candidate, so that\u2019s why we\u2019re now represented with Be All You Can Be,\u201d Griepentrop said.<\/p>\n

Lt. Gen. Douglas Stitt, deputy chief of staff G-1, joined the Army 33 years ago when the slogan was \u201cBe All You Can Be.\u201d<\/p>\n

\u201cMy father encouraged me to be a part of something bigger than myself. I started out thinking about the mission but fell in love with the people I served with,\u201d he said. \u201cI\u2019d do this job for free. I\u2019d sign up the day after I retire.\u201d<\/p>\n

Whether it\u2019s revamping the slogan, prospecting the workforce, transforming the recruiting command structure and workforce, creating experimentation capabilities, or using evidence-based recruiting, the Army is seeking Soldiers for the 21st century.<\/p>\n

RELATED LINKS:<\/p>\n

Army announces transformation of its recruiting enterprise<\/a><\/p>\n

AUSA 2023: Key Events<\/a><\/p>\n

ARNEWs archives<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Chief of Staff of the U.S. Army Gen. Randy A. George gives his remarks at Contemporary Military Forum 1, during the AUSA 2023 Annual Meeting and Exposition at the Walter E. Washington Convention Center in Washington, D.C., Oct. 9, 2023. The topic was: Be All You Can Be – Attracting Talent for the 21st Century. […]<\/p>\n","protected":false},"author":2,"featured_media":30933,"comment_status":"close","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-30931","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/adn.monetizemail.com\/index.php?rest_route=\/wp\/v2\/posts\/30931","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/adn.monetizemail.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/adn.monetizemail.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/adn.monetizemail.com\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/adn.monetizemail.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=30931"}],"version-history":[{"count":3,"href":"https:\/\/adn.monetizemail.com\/index.php?rest_route=\/wp\/v2\/posts\/30931\/revisions"}],"predecessor-version":[{"id":30936,"href":"https:\/\/adn.monetizemail.com\/index.php?rest_route=\/wp\/v2\/posts\/30931\/revisions\/30936"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/adn.monetizemail.com\/index.php?rest_route=\/wp\/v2\/media\/30933"}],"wp:attachment":[{"href":"https:\/\/adn.monetizemail.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=30931"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/adn.monetizemail.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=30931"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/adn.monetizemail.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=30931"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}