Army jobs drive ‘neglects those people most likely to join up’

Veteran officers criticise ‘softer’ recruitment campaign that says it’s OK for soldiers to cry

A NEW Army recruitment campaign that emphasises it is acceptable for soldiers to cry and pray “neglects those most likely to join up”, veteran officers have said.

A series of short films due to launch at the weekend promotes inclusivity, support and a sense of belonging and asks “Can I be gay in the Army?” and “What if I get emotional in the Army?”

Gen Sir Nick Carter, the Chief of the General Staff, yesterday said society was changing and the Army’s traditional pool of young white men was shrinking, forcing it to reach out to a much broader base.

Poor recruitment means the regular Army is several thousand understrength and getting smaller, as it tries to compete with a healthy civilian job market. But the films sparked debate over the merits of the softer messages which contrast with previous campaigns emphasising action, adventure and military hardware.

One retired senior officer, Maj Gen Tim Cross, told the BBC that he was in favour of recruiting from a broader base, but stressed they must be able to deliver high-intensity fighting power capable of “duffing up the Queen’s enemies”.

Col Richard Kemp, a former commander of British forces in Afghanistan, said the new campaign was “neglecting the main group of people who are interested in joining” and would not solve the recruiting crisis.

The regular Army is supposed to be 82,000 strong, having been cut from 102,000 earlier in the decade. The latest figures show it is in fact around 77,500. Col Kemp said: “The main group of people who are interested in joining aren’t worrying so much about whether they are going to be listened to, or if there’s an emotional issue.

“What they are worried about more is how they are going to face combat and, not only that – they are going to be attracted by images of combat because that’s why people join the Armed Forces.”

One former special forces soldier said the campaign was “not targeting the Army’s main recruitment pool, it is working in the margins. The message is well meaning but does not inspire potential recruits.”

A serving soldier added: “To avoid the Army coming into disrepute, they’re trying to involve everyone. They’re trying to say you can still be in our Army. Everyone joins to go to war, regardless of what they say. The biggest drive in recruitment is war or terror attacks ... people join up to help.”

But Sir Nick said “combat ethos and fighting power” remained the Army’s highest priority. He said: “What this campaign is about, frankly, is a recognition that we don’t have a fully manned Army at the moment; that the demography of our country has changed and that we need to reach out to a broader community in order to man that Army with the right talent.”

He added: “Our traditional cohort would have been white, male 16 to 25-year-olds and there are not as many of those around as there once were. Our society is changing and I think it’s entirely appropriate for us therefore to try and reach out to a much broader base to get the talent we need in order to stay in that combat effectiveness.”

Serving officers also told The Daily Telegraph that the key to making up the Army’s manning shortfall was to cut the numbers leaving early by improving pay and conditions for those already serving.