1 Navy Recruiting Command NCCM (SS) Jimmie Holt National Chief Recruiter
2 Navy Recruiting Command 2 Regions 26 Districts 1,408 Stations 65 MEPS 1 Recruiting School house 1 Reserve Unit
3 FY12 RECRUITING MISSION Updated: 31AUG12 What do we do? FY12 Accessions FY11 Goal FY12 Goal As of 31AUG2012 Active Enlisted 33,400 36,275 32,622 Reserve Enlisted 8,344 8,255 7,471 AC General Officer 1,342 1,072 1,058 AC Medical Officer 831 782 777 RC General Officer 1,414 1,427 932 RC Medical Officer 395 406 288 Totals 45,726 48,217 43,148 Why is it important?
4 General Officer Recruiting Categories Active and Reserve Component Surface Warfare Officer INTEL SUBS OCEANO SEALS CHAPLAIN EOD JAG NFO CEC PILOT Supply AMDO Cyber Warfare IP EDO IW PAO
5 Medical Officer Recruiting Categories Active Component Reserve Component DENTAL DENTAL DENTAL SCHOLORSHIP PROGRAMS MEDICAL MEDICAL CORPS MEDICAL SERVICE CORPS MEDICAL SCHOLORSHIP PROGRAMS NURSE MEDICAL SERVICE CORPS MEDICAL SERVICE CORPS SCHOLOSHIP PROGRAMS NURSE CORPS NURSE CORPS SCHOLORSHIP PROGRAMS
6 Recruiting Duty Screening Recruiter Assessment Battery (RAB) A non-cognitive screening tool to determine whether members applying for Recruiting Duty are a good fit based on their personality traits, i.e. introvert vs. extrovert It can also determine of your likelihood of success and enjoyment of the unique challenges of recruiting. https://militaps.nmci.navy.mil/rab
7 Sailors who Failed-to-Screen for Recruiting Duty FY12, 1200 Sailors applied to Recruiting Duty 147 Sailors (12.3%) have failed to screen These include but are not limited to in no particular order: 1) NEG Endorsement: 49 8) RAB: 3 2) Tat: 30 9) PTS: 2 3) SEP: 30 10) ERB: 2 4) Med: 10 11) DUI: 2 5) PRT/Body Fat: 7 12) HYT: 1 6) Sec Clear: 6 13) Perm No Shave: 1 7) NJP: 4
8 Dropped students from Navy Recruiting Orientation Unit (NORU) FY-11 and FY-12(to date): 34 FY-11: 27 FY-12 (Drops to date): 6 Financial: 2 Alcohol related incident: 2 Alcohol related incident: 1 *Disciplinary Reasons: 2 *Disciplinary Reasons: 1 Academics: 1 Academics: 1 Body Fat: 13 Body Fat: 2 HUMS/Family Emergency: 1
9 FAULT / NO FAULT TRANSFER FISCAL YEAR 2011 AND 2012 FISCAL YEAR 2011: FAULT PACKAGES (5) • DUI – 2 • FRATERNIZATION – 1 • DERELICTION OF DUTY – 1 • UNAUTHORIZED USE OF GOVERNMENT VEHICLE – 1 NO FAULT PACKAGES; MEDICAL – 4 FISCAL YEAR 2012: FAULT PACKAGES (8) • FRATERNIZATION - 5 • INDECENT LANGUAGE – 1 • FALSIFYING OFFICIAL DOCUMENTS – 1 • TRAINING IRREGULARITIES – 1 NO FAULT PACKAGES; MEDICAL – 4
10 Career Recruiter Force (CRF) Conversion BUPERSINST 1133.29 CRF Selection boards are held four times each year, February, May, August, and November. In selecting the best qualified applicant the whole Sailor is considered. For example: - Recruiting duty qualifications (Station LPO, Officer Recruiter, Divisional LCPO and Fleet qualifications) - Commanding officer endorsement - Leadership capabilities (fleet and recruiting duty) - Off-duty education - Community involvement - Station LPO/LCPO experience (not an eligibility requirement) - Sustained superior performance (fleet and recruiting duty) - Break out among peers - PFA failures - NJPs
12 Navy’s Public Image N9 Updated: Which military branch is most prestigious?* Which branch of the military is most important to national defense? * • Navy’s Public Image is consistently the lowest of all services*Source: Gallup Consulting
13 GFFG Brand Resonates Internally 88% of New Sailors Influenced by Navy Advertising Recognition of Navy’s Brand grew an additional 25% in FY12 FY10 FY11 FY12 America’s Navy: A Global Force For Good 2010, 2011, 2012 New Sailor Survey More New Sailors “agree strongly” Navy’s “How relevant do you think the Navy role in the world is effectively captured brand is to you and your role in the Navy?” 35% 43% 19% 2% Agree Strongly Agree Neither agree or disagree Disagree 2012 New Sailor Survey 2012 New Sailor Survey
14 How You can help share our Navy brand Add Navy brand to existing products (briefs, presentations, hand-outs, etc Brand your command websites Pitch Navy brand as part of other communication efforts Add brand to social media updates All brand products are available from our Navy Recruiting Command website (www.cnrc.navy.mil). 14
15 Back Up Slides Key Navy messages… America’s Navy is a Global Force for Good and “good” can take many forms… Bombs on a terrorist hide-out. Bullets to protect innocent civilians against extremists. Bottles of water to those in need after an earthquake. Bachelor’s degrees (advanced training and education). All good things take GREAT people! Our Sailors serve from the sea on the land, in ships on the water, in submarines under the water, and fly in planes and helicopters over the water. Why what we do is important: About 70 percent of the Earth’s surface is covered by water. About 80 percent of the world’s people live near the ocean. About 90 percent of all international trade travels by sea . We protect and defend freedom around the world, and we also offer great opportunities for a great career here at home. Our mission is to meet America’s threats far away, so those threats cannot harm us here.
16 Back Up Slides - Historical Context Four different slogans since inception of the all volunteer force Targeted to prospects ages 18-24 and focused on their “what’s in it for me” question Be Someone Special – 1973- 1975 Navy. It’s not just a job, it’s an adventure – 1976-1996 Let the Journey Begin – 1996-2000 Accelerate Your Life – 2001-2009 In 2009, Navy adopted a “branding” strategy Brand is a long-term strategy, not a slogan to change with the tide Speaks to Sailors past, present, and future Developed through Sailor & target market feedback and focus groups Tied to Maritime Strategy 16