In determining whether an applicant is qualified, the Army uses Armed Services Vocational Aptitude Testing, which measures aptitude in almost any career field in order to determine where the applicant can be successful. However, when it comes to gender, there are still career fields off limits to female applicants. (i.e., when, in 1996, MEPS (Military Entrance Processing Center) personnel brought my choice of jobs, they had to cross out Infantry, Field Artillery, etc, even though based on test scores I would have done fine, I am in fact a female). Seattle Recruiting has specific missions because of being so geographically close to Asian Pacific Islands, Hispanic cultural areas (because of the migrant workers in the Yakima and Spokane areas), and Native American populations. Seattle is a very diverse location, and the Battalion has a footprint that covers Yakima, Spokane, Alaska, and parts of Idaho and Oregon as well as much of the state of Washington—which is home to several Native American Tribes, such as the Quillute– for you “Twilight” Fans.
(I blocked out the numbers on funds—because I honestly do not know if this is releasable, better safe than sorry. If I were giving this to my intended audience, this information would not be blocked, and we would discuss the fact that so few leads came from paid campaign dollars.)Notes for page:The battalion has funding to do local paid advertising and local events through two main sources of funding. As you can see the finding being spent is not producing the ROI, or return on investment based upon the special mission production. This is why as a battalion, especially among the senior leadership of battalion, companies and stations, we need to find innovative ways to communicate with diverse populations.
Background: The Army hired a new advertising firm in the early 2000’s. They came up with the disastrous “Army of One” campaign. A few years later (which is no time in military slogan land—see “Be all you can be” and “The few, the proud, the Marines” tenures in ad life) they came up with “Army Strong” which has done pretty well—well enough to get their contract renewed last year.Early last spring the ad company launched the “Symbol of Strength Campaign.” Please use Slideshow mode to view video.
‘Adventure’ is the term recruiters will use as the engagement mechanism for talking to a potential applicant.
Not sure of the ethnicity of the doctor—needs further review.
GED is no longer education enough for entry into the Armed Forces. Currently, this year the standards for entry are tighter than they ever have been before.
If I were talking to the command here and not the class-I would mention the ways to use the free posters from what is called “The Recruiter Store” wherein recruiters can order informational brochures, posters and giveaways in several different languages, and for several different position. As this is not being presented (at this time) to the battalion leadership, I will present findings related to the class instead of the real world applications I would use in giving this class to the intended audience.*Note: this would be much longer if given to the intended audience, probably an hour long class with a lot more representation from the findings in the literature review, and from the available communication methods to potential multi-cultural recruits or officer candidate school candidates.
• Background• Key Metrics for Seattle Battalion• New Army Ad Campaign and illustrations of diversity• Closing• References
Each year the United States Army Recruiting Commandhas a numeric goal of the number of Recruits they hopeto access to the Army. (http://www.usarec.army.mil/)The Army has the numbers planned of: job in the Army, gender of the applicant, amount of education (based upon test scores) the applicant has, and specific guidelines to bring in diverse applicants. Seattle Recruiting Battalion has missions specifically geared to Native American, African American, Asian Pacific Islander and Hispanic recruiting Numbers.
“The United States Army is a vast organization with a global presence. One of its central sources of strength is the diversity of its workforce, which encompasses 1.5 million personnel across the active, reserve, civilian and contractor components.“ (Reyes, 2006). For the purposes of this presentation, we will focus on recruiting mechanisms that can increase diversity in the future soldier and new enlistee populations. “Diversity assumes that differences can add organizational value and enhance mission accomplishment, while EO does not assume that improved organizational effectiveness is a primary outcome. Diversity also focuses on the organization and its people, while EO focuses on individuals and groups of people.” (Reyes, 2006)
Each month a recruiting battalion compiles vastamounts of data onto a one page round-up called Key Metrics.This is basically a marketing document that showsthree year averages, where the battalion stands in overall mission accomplishment—including maintaining their future soldier pool, as well as numerical data on diversity and special mission recruiting. On the next page is the overall round-up from Seattle Battalion for August, 2011, just before the end of the fiscal year.
This document is from a monthly report completed in August,2011. It shows numerical data on where the battalion stands in relationship to its overall recruiting missions—and budgetary constraints.
Why do we need to look at diversity recruiting?Hint: it‟s not just because the mission dictates. Seattle Battalion has gone down in Market Share. That is recruits per The available potential applicants the Army Gets over Marines, Air Force, etc.In the above section of Key metrics,We see that the P:P ratio is doing okIn most areas, except Native American Population Local and Higher level funds Vs. number of leads based on those funds.
Symbol of Strength: Opportunity What do we see?1) Multi-cultural Group of soldiers fades into the American Flag.2) Members of a team (multi-cultural) “ticket to anywhere in the world” slogan.3) SSG Salvatore Giunta—first living recipient of MOH since Vietnam,fades into an African American Captain.
Absent in this video showing multi-culturalism as “Opportunity” :Native American Soldiers, Asian/Pacific Islanders.“As the nation‟s military academies try to recruit more minorities,they aren‟t getting much help from members of Congress fromurban districts with large members of blacks, Hispanics, andAsians.” (Witte, 2009)Does it matter in a “all-volunteer” force? “In the best of all possible worlds, ethnic representationWithin the Army should reflect at least roughly theethnic proportions of the general population.” (Matthews and Pavri, 1999)
What do we see?1) Uniform—not much in the way of using specific ethnicities.2) Soldiers mostly in combat situations.3) No women.
“All statutory combat exclusions affecting women have been repealed. By policy,women are permitted to compete for assignments in aircraft, including thoseEngaged in combat missions…the main remaining policy bar to combatparticipation By women lies in the directive that they not be assigned „ to unitsengaged in Direct combat on the ground.‟”(Matthews and Pavri, 1999)We know this statement above is old, and that women are engaged in combat.However, they are not included in the „education‟ symbol of strength campaign,Which shows the education of combat (adventure) for all intents and purposes.
What do we see?1) Doctor is Hispanic? Entering into multi-cultural again.2) A female soldier interacting with the population in full battle- rattle. Local nationals from the combat zones—and women there too, as well as more diverse soldiers3) Slogan: “It‟s a chance to change the future.”
Arguably, of the three available (on youtube) ads for the newcampaign, the one titled leadership is the most diverse, not only on thebasis of ethnicity, but also gender and potential careers in the Army.Why are Education and Opportunity so lightly representative ofdiversity?This goes back to difficulty in recruiting in general: very few people inthe general population are qualified to enlist or get a commission inthe military because of such restrictions as “education (high schooldiploma or General Education Degree), aptitude (Armed ForcesQualification Test Score) , weight, number of dependents, convictions,and drug related offenses.” (Asch, Buck, Klerman, Kleykamp andLoughran, 2009)
While the local battalion has numerous print ad sources for local events thatAre geared to the minorities they must recruit in order to meet mission, theRecruiters are having a difficult time connecting to diverse applicants.Some of this may just not speaking the language (not the actual language ofThe minority recruit—the language of the target demographic of Generation Y)Some of this may also be that the ad campaigns themselves do not promoteDiversity on the level the Army wishes to recruit. Not one of the new adsShowed a Native American soldier.
Desai, A., & Roberts, M. (2008, July/Aug). Youth of Color Resist Military Recruiting. Dollars and Sense, p.7.Gorman, L., & Thomas, G. W. (1993). General Intellectual Achievement, Enlistment Intentions and RacialRepresentativeness in the US Military. Armed Forces and Society, 19(4), 611-624.Lind, W. (2011, April). Men Overboard. The American Conservative, p. 22.Matthews, L. J., & Pavri, T. (1999). Population Diversity and the US Military. Carslise, PA: US Aarmy WarCollege, Stratigic Studies Insitute.Reyes (Lt.Col.), A. D. (2006). Strategic Options for Handeling Diversity in the US Army. Washington D.C.:Joint Center for Political and Economic Studies.Smith, R. J., & Ramsey, C. E. (n.d.). Attitudes of Japanese High School Students Toward the Military.Public Opinion Quarterly, pp. 248-254.Watson (Ph.D), J. R. (2010, March/April). Language and Culture Training: Separate Paths? MilitaryReview, pp. 92-97.Witte, B. (2009, December 14). Lawmakers from Minority Districts Appointing Few to ServiceAcadamies. Community College Week, p. 4.