The Navy's Record Year

1,082 views

Published on

Presentation from the ERE Expo 2011 Fall, presented by Brent Phillips.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,082
On SlideShare
0
From Embeds
0
Number of Embeds
20
Actions
Shares
0
Downloads
12
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

The Navy's Record Year

  1. 1. NAVY RECRUITING COMMAND Commander Brent W. PhillipsDirector of Marketing Navy Recruiting Command 9 September 2011
  2. 2. Roll ‘em 2
  3. 3. We’re hiring! 3
  4. 4. The Navy, September 6th, 2011 •  284 ships in commission •  3700+ operational aircraft •  Personnel deployed: 52,585 •  120 Ships underway: (42%) •  4 carriers underway •  37 submarines underway (69%)1992 2011550,000 active duty 328,266 active duty460 ships 203,796 Navy civilians 102,080 reserves
  5. 5. Cell Phone Check 5
  6. 6. 6
  7. 7. Navy Recruiting CommandOur mission: Recruit 42.079 Enlisted 3,989 Officers 4,220 NROTC Applications 2  Regions   2 Regions 26  Districts   1,459  S26 Districts ta6ons   (MEPS) 1,459 Stations 65  MEPS  (Military  Entrance   65 MEPS      Processing  Sta6on)   1 “NORU” 1  Recrui6ng  School  house   1  Reserve  Unit                Unit   1 Reserve               7
  8. 8. New Hire Quality As of 30 June 2011 Enlisted Total Force Quality RQAT Drops HSDG FY09 FY10 FY11 FY09 FY10 FY11 .20% .15% .08% 95.0% 97.4% 98.5% RTC Attrition FY 11 Navy Benchmark – 95% FY09 FY10 FY11 TSC I-IIIA 9.22% 8.75% 9.16% FY09 FY10 FY11 77.4% 83.0% 88.0% In-Month DEP Attrition FY11 Navy Benchmark – 75% FY09 FY10 FY11 3.5% 2.6% 2.0% Enlisted Total Force Diversity Female: Up ~ 4.95% (22.2% in FY10 to 23.3% in FY11) AC Officer Diversity (New Contracts)Diversity: AA - 23.5%, API - 26.8% and HIS - 20.3% FY08 FY09 FY10 FY11TD Accession Waiver Female 22.8% 24.9% 24.7% 26.8% FY11 - 1 Accessed * Afr Am 6.4% 9.0% 9.0% 6.7% FY10 - 6 Accessed Hispanic 6.4% 8.1% 7.6% 7.9% FY09 - 51 Accessed API & Nat Am 10.9% 11.1% 11.6% 15.1% *Approved in FY10, accessed 23 Mar 11.
  9. 9. FY11 Total Force Review As of 30 June 2011 Mission FY11 Goal FY11 ACC Result Comments A New Contracts 22,557 23,218 R 102.9% attained C T Accessions 24,516 24,550 R 100.1% attainedE IN V Nuclear Field 2,099 2,102 R 100.1% attainedLI E Warrior Challenge 1,370 1,378 R 100.6%, G o al  e xc eeded  in  a ll  5  warrio r  c hallenge  ratingsST R Prior Service 3,632 3,642 R 100.3% attained EE S Non-Prior Service 2,599 2,615 R 100.6% attainedD T O Female 23% 23.3% R On Track T HSDG 95% 98.5% R Above DON standards A L TSC I-IIIA 75% 88.0% R Above DON standardsR       Mission Goal Applications Result CommentsO      T       4 year 4,000 5,583 R 139.6% of goal attainedC Nurse 220 487 R 221.4% of goal attained Mission Goal Attn On-track CommentsO General OCS 1,126 1,120 R 99.5% accessed or selectedF AF General ODS 223 182 R 81.6% accessed or selected CI T Medical DA 248 220 R 88.7% accessed or selectedCE Medical Student 583 479 R 82.2% accessed or selectedR R General 1,414 809 57.2% accessed, selected, and CTO attained £ E S Medical 395 247 £ 62.5% accessed, selected, and CTO attained* Active goal based on Rev 4 (17 June 2011) active officer accession plan; Reserve goal based on Rev 2 (20 April 2011) reserve officer accession plan Data as of: 30JUN11
  10. 10. Recruiting Challengesq  Complex Mission Ø “FIT” – Right person, right job, right timeq  Shrinking population of qualified and interested youthq  Navy Awareness lags all other servicesq  Resource reductions and the changing economy pose a moderate risk in the near termq  High demand for professional skill sets in private sectorBalancing act – recruiting, retention & end strength 10
  11. 11. Complex Missionq Doctors q SEALs, EOD, q Gas Turbineq Dentists Diver, AIRR Engineersq Chaplains q Sea Bee’s q Pilots (All faiths) q Jet Engine q Naval Flightq Public Mechanics Officers Affairs q Cryptologists q Surfaceq Nuclear q Sonar Warfare Power Technicians Officers Over 122 Career Fields 11
  12. 12. Navy’s Public Image Which  military  branch  is  most  pres6gious?*   Which  branch  of  the  military  is  most  important  to  na6onal   defense?  *   •   Navy’s  Public  Image  is  consistently  the  lowest  of  all  services  *Source: Gallup Consulting 12
  13. 13. The Public Looking Inq In most places around the country, Navy is invisible: Ø No bases nearby Ø Represented solely via the recruiting stations or NOSCs (Navy Operational Support Center) Ø Bases that are local are mostly inaccessibleq At the same time, Navy’s culture is very insular: Ø We speak our own language Ø It may seem hard AND uninteresting, causing attention to wane 13
  14. 14. General Military Interest By Gender % Probably/Definitely 7% Female, 18% MaleNote: Youth ages 16-21 =Source: Department of Defense YATS and Youth Polls 14Questions: YATS- Q503 Now, Id like to ask you how likely it is that you will be serving in the Military in the next few years?; Youth Polls- FPP9 In the next few years, how likely is it that you will be serving in the Military? 14
  15. 15. About 2/3 of 17-24 year old males are not qualified for military service Medical Unqualified (~5.6M) 16,000,000 National Television and Network Radio Test Score Unqualified (~2.0M) NASCAR 10,400,000 Magazines Posters Conduct Unqualified (~1.6M) 8,000,000 In-High School Media Already in Military (~.5M) Internet Ads / Navy.com / Life Accelerator 6,900,000 Job Postings DRTV & Radio Full Time in College (~1.1M) Direct Mail and E-Mail 6,400,000 Not Propensed to Serve (~4.5M) 5,300,000 Remaining Target Market 850,000Only 5% of the total male population are qualified and propensed to join the military. DoD requires approximately 125K annually 15
  16. 16. OPPORTUNITIES§  Diversity§  Transforming the Recruiting Force •  Recruiting Force 2020 •  Mobile, Agile, Near-real time and local process §  Information Technology (Challenge & Opportunity) §  Personnel Alignment Recruit Quality Today . . . . Build for Tomorrow
  17. 17. Attracting Recruits INFORM, INSPIRE, INFLUENCE, HIRE! BUILD A DESIRABLE FACILITATE THE DECISION GENERATE HIGH QUALITY IMAGE OF THE NAVY MAKING PROCESS LEADS Media Advertising Internet Communications Direct Marketing•  Build a positive awareness •  Provide detailed information • Reach out with “special and image of Navy as a to support the process invitations” via direct global force for good •  Navy.com marketing •  Social Media • Email blasts•  Drive prospects to the web • Direct Mail site for more information •  Help them build a possible life map • 1-800-USA-Navy, Navy.com Personal Selling In addition to targeting prospects with direct communications, Tools are provided to support the recruiters in the field: Recruiting Aid Devices (RAD’s), event marketing, promotional items, local advertising and local direct marketing 17
  18. 18. Sailors on Recruiting Duty 18
  19. 19. Diversity Focused Engagementq  Affinity Group Partnerships. Ø  Participate in National, Regional, Local Chapter events, generate leads to hire diversity officersq  Strong Local Engagement. Ø  Direct NRC HQ support of NRD regional and local events - NRD diversity officers, local affinity group interaction.q  Diversity Center of Influence/Student VIP Trips. Ø  Develop, engage and inform National, Regional and Local Influencers and Educators.q  Focused Diversity Marketing and Advertising efforts. Ø  Develop and communicate diversity market characteristics to build tailored marketing and advertising plans.q  Building Navy Trust. (You can’t “surge” trust…” Ø  Support events and organizations that aid in Building Navy Trust throughout the nation. 19
  20. 20. Navy’s Communications Effortsq  Until October 2009, Navy’s outbound communications efforts focused exclusively on short-term goals, i.e. Recruiting Prospects Ø  Four different recruiting slogans since inception of the all volunteer force Ø  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 – 2001-2009q  Navy suffers from the lack of a clear identity among the broader American public: Ø  News reporters and the public at large believe the Navy is manned by Generals and Soldiers Ø  They don’t know what is entailed in service or the impact Navy has on their daily lives. Ø  Without this foundation, it’s difficult for the general public to support Naval efforts and/or service
  21. 21. Navy Brand Positioning StatementAMERICA’S NAVY IS THE GLOBAL FORCE THAT PROTECTS THE WORLD BY WHATEVER MEANS NECESSARY 24/7 21
  22. 22. 22
  23. 23. How we communicate“Multi-channel approach and messaging” Broadcast Digital / Social Media Events Direct Marketing Job Postings PR PSA 24
  24. 24. Navy.com
  25. 25. Navyreserve.com 26
  26. 26. Social Mediaq Have a planq Be ready to adapt the plan 27
  27. 27. Good vs. Bad engagements Good 29 Back to Presentation
  28. 28. Good vs. Bad engagements Bad 30
  29. 29. 31Back to Presentation
  30. 30. Social Media/NavyforMoms.comq  Navy for Moms: Ø Averages 1,222 new members per month. Ø Has more than 10,000 ongoing discussions. Ø Used to engage on a local level with parents and influencers. Ø Solicit for volunteers during special events -  Navy weeks -  Delayed Entry Program Meetings -  Pot Lucks! 32
  31. 31. “Many of our organizations have focused onleaders as communicators. Now, we have thechance to be leaders of communicators. If werecognize the opportunities inherent in thisreality, we will be more effective as leaders… ourorganization will more skillfully inform… and ourpeople will be the key to our communicationsuccess, just as they are the key to our successin all things.Ø - Admiral Gary Roughead, Chief of Naval Operations 33
  32. 32. Navy.comNavyReserve.com 34

×