Attitudes, Aptitudes, and Aspirations of American Youth Implications for Military Recruitment (2003) / Chapter Skim
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Executive Summary
Executive Summary
Pages 1-8
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From page 1... ...
Military officials recognized that a fundamental understanding of the youth population and of the effectiveness of various advertising and recruiting strategies used to attract them would be extremely valuable in addressing these questions. As a result, in 1999, the DoD asked the National Academy of Sciences, through its National Research Council, to establish the Committee on the Youth Population and Military Recruit
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Recruits satisfying current quality levels can be trained to meet future demands. Since retention is critical to maintaining required force size, experience, and skill mix, it is important to better understand first-term attrition and voluntary separation at the end of a term of duty.
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From page 3... ...
Even in the absence of changes in immigration patterns, the ethnic makeup of the youth population will change because of recent changes in the ethnic makeup of women of childbearing age and ethnic differences in fertility rates. Based on recent fertility patterns, the percentage of young adults who are Hispanic, of whom the largest subgroup is of Mexican origin, will increase substantially.
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From page 4... ...
The ethnic distribution of the force was 62 percent white, 20 percent black, and 11 percent Hispanic compared with 65 percent, 14 percent, and 15 percent, respectively, in the civilian population ages 1824. With regard to physical problems, current population trends suggest increases in certain health conditions, such as obesity and asthma, both of which make the individual ineligible for military service.
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From page 5... ...
One critical finding regarding youth attitudes is that the propensity to enlist in the military among high school males has been declining since the mid-1980s, while prior to that time, propensity had been increasing. In this key group for recruiting, the proportion indicating that they "definitely will" join a military Service has declined from 12 to 8 percent during that time period.
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From page 6... ...
Rather than allocate advertising expenditures on the basis of immediate recruiting goals, advertising can be more usefully deployed as a means of supporting and maintaining the level of propensity to enlist. That is, military readiness may be best served when the first role of military advertising is to support the overall propensity to enlist in the youth population and to maintain a propensity level that will enable productivity in military recruiting.
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From page 7... ...
For this reason, we recommend that DoD investigate mechanisms for cost-effective recruiting of the college stopout/dropout market and that DoD continue to link Service programs with existing postsecondary institutions offering distance degree programs. Second, in the domain of advertising, we recommend attention to three key issues.
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From page 8... ...
We also note the importance of rewarding and providing incentives to recruiter performance. Specifically, we recommend that the Services develop and implement recruiter selection systems that are based on maximizing mission effectiveness; that they develop and implement training systems that make maximum use of realistic practice and feedback; and that they explore innovative incentives to reward effective recruiting performance.
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