Army boss’ mission: Persuade schools to welcome recruiters

Army recruiters struggling to meet enlistment goals say one of their biggest hurdles is getting into high schools, where they can meet students one on one. But they received a recent boost from a recruiting advocate whom school leaders couldn’t turn away: the secretary of the Army.

During three days of back-to-back meetings across Chicago last month, Army Secretary Christine Wormuth spoke with students, school leaders, college heads, recruiters and an array of young people involved in ROTC or junior ROTC programs. Again and again, she asked, what can the Army do to better reach young people and sell itself as a good career choice.

In blunt sessions, recruiting leaders told her they need more and better access to high school students. But they also said the atmosphere can at times be unfriendly — or worse — with school leaders, many of whom are skeptical that the Army offers a good career option for their students. “I’m going to use the word hostile,” one recruiter told her. “There’s no other word to use.”

It’s not unusual for the Army’s top civilian to travel the country, pitching the Army message and checking in on recruiting progress. But the Chicago trip came on the heels of the Army’s worst recruiting year in recent history, when it fell 25% short of its 60,000 enlistment goal. It’s up to Wormuth and other Army leaders to find creative new ways to attract recruits and ensure that the service has the troops it needs to help defend the nation.

All the military services are strugging to compete for young people in a tight job market where private companies are often willing to provide better pay and benefits. Two years of the coronavirus pandemic shut down recruiters’ access to public events and schools where they could find prospects. And, according to estimates, just 23% of young people can meet the military’s fitness, educational and moral requirements, with many disqualified for reasons ranging from medical issues to criminal records and tattoos.

Army leaders say their surveys show that young people don’t see the Army as a prime career choice, often because they don’t want to die or get injured, deal with the stress of military life or put their lives on hold.

Army leaders are pinning their hopes on a new advertising campaign that will launch this week and bring back a tried and true Army slogan from the 1980s: “Be all you that can be.”

In the Whitney Young auditorium, Wormuth said the slogan speaks to the variety of careers the Army offers.

“If coding is your thing, we have a place for you in the Army,” she told the students. “If jumping out of planes or helicopters is your thing, or if you’d rather fly them, you can become an aviator or go airborne in the United States Army. If you want to speak different languages and travel the world, you could become a linguist or a foreign country expert in the army.”