Recruitment Advertising
Strategies and Funding
Most of the military Services’ active and reserve components faced recruiting difficulties during the strong economic climate of the late 1990s. As a result, the Services stepped up their recruiting to ensure that they would have enough recruits to fill their ranks. Recruiting efforts focus on three initiatives. First, a "sales force" of more than 15,000 recruiters, who are mostly located in the United States, recruit from the local population. Second, these recruiters have financial and other incentives that they can use to convince young adults to consider a military career. Such incentives include enlistment bonuses and college benefits. Finally,…
