As a recruiter, I’m always interested in stories about industries struggling to recruit. I find that industries that struggle all have the same issues:
- Low wages for market skill
- Unable or unwilling to build their talent
- Not enough available talent within the market
- The industry has a negative perception
- Not enough benefits for the work required
There are other minor issues, but it’s a universal issue that almost always exists.
I read recently that militaries worldwide, in rich countries like Germany, the UK, France, Italy, and the US, are massively struggling to hit recruitment targets for their militaries.
Every one of these countries is focusing on GenZ and the incoming generation, GenAlpha, and “what’s wrong with them.” Why do these generations have low interest in joining the military of their country? Have we lost pride in our country? Etc.
In every industry, we tend to believe we have unique issues that no one else has. Maybe the military does have some. It’s fairly rare that you take a job with the understanding you could actually be killed doing this job! I mean, anyone can get killed doing any job, but this job is purposely going to put you in dangerous positions. That being said, past generations were able to fill their ranks with a higher degree of death. The reality is that militaries around the world, in rich countries, have never had better training, equipment, and support not to die or get injured.
So, why is recruiting someone to the armed forces so tricky?
There are some issues:
- Demographics in rich countries are declining when you take away immigration growth. We. Do. Not. Make. Enough. Babies! Also, in America specifically, we suck at converting immigrants to citizens who might want to work in our military. We do it, but we really don’t market this avenue to citizenship very well.
- The government and taxpayers haven’t figured out that Americans aren’t in desperate need of dangerous, low-paying jobs.
- We stopped selling heroes.
Recruiting is easy if you can meet three things: at market compensation for the level of skill you desire, a job where someone feels there’s a future, and you can look into the eyes of those you care about and be proud of what you do.
The military today only gets one of those right – you can move up in your career, and there’s a clear pathway forward for most recruits who want it. They fail the other two. Pay is crappy for that job, and too many Americans do not treat those who protect them as heroes.
Another issue is this is really a recruitment marketing issue. The armed forces do a decent job at recruitment marketing. They are innovative, they are modern, and they are consistent in their approach. A lot of corporations should take note of their efforts. This is a foundational failure of our culture. Too many Americans look down on military members as low-educated, gun-loving hillbillies. They don’t respect the difficult work they do in protecting our country and our interests. Politicians want to use them for votes but then throw them away once they get that vote. Both parties do this.
How do we change this?
We have to realize we do not have enough American citizens to fill the jobs we have, especially those jobs in the military. There are two ways to change that:
- You overpay or lead the market in pay for the work. You steal workers from other employers.
- You create an immigration policy specifically designed for military recruitment that works quickly.
Simultaneously, you have to change the culture of our country in how they see those who work in the military as “the” frontline workers. The front of the front line workers. This is Maslow-level stuff! If you’re not safe, it doesn’t matter where your next meal is coming from! Right now, in America, we are too comfortable. We believe we are too safe. This allows some to look down on those who provide that safety.
Only 6% of Americans have or will serve in the military, while more Americans have worked for Walmart and Amazon. So, it’s easy for people not to know, understand, or even think about the military, and it’s easy for them to disregard its importance. The military complex has been well aware of this for years and still they haven’t been able to turn it around. That’s worrisome. We should all be concerned and want to help. This is foundational to who we are as Americans.
Great perspective Tim…..however, you are missing one monumental tenet: How Veterans are treated after their service – whether they’ve seen combat or not. While our citizens at large are quick to “Thank” us Veterans for our Service, the US government, the VA and other seemingly supportive entities could give a rat’s a** about the Veteran’s after they leave service…from medical care, mental health, jobs, housing, etc.
If I had to do it again, I’m not sure I would have volunteered for 8 years of active duty service. Young American’s are watching & listening & if the have witnessed family, friends, neighbors and the homeless veterans on the streets be treated horribly with no access to follow-up health care, supportive systems for housing and income…well where is the heroism in that?
I don’t respond to these blogs as much as I want to, (shame on me) but this is an interesting one and I found myself getting both excited and irritated as I thought through what I read. I’ve got a unique perspective here. I’m both a veteran (8 years, Army Parachute Infantry combat veteran) and an HR & TA pro, (been in the space post college for 15+ years now).
The general public does not understand the vast benefits afforded to veterans in our society and this goes way beyond your service time. Let’s consider past for a moment the monetary value of the GI Bill, VA medical benefits, sought after employability based on protected status, etc. etc. etc. It creates in you a code values that lives with you forever. These core values are what propel you in your career and life. These set you up and drive every possible success that an otherwise “regular” teenager most often never has. There is no way to put a monetary number on this. The Military Recruiting Complex (MRC) does a poor job of communicating these virtues, which, let’s be honest are lacking at best in contemporary generations.
Also, and I’m sorry to say, I think our social media driven, everyone wins, let’s consider all feelings all the time society, does not lend itself to “tough” kids that won’t completely melt under the pressures they perceive the military to hold.
Ironically, only a SMALL percentage of the military is deemed “combat arms” and thus actually in physical danger. MOST members are in support roles far behind the lines and not really in harm’s way. There is a misconception that the military is dangerous, only parts of it are. The MRC does not do a good job of selling this. Most videos I see involve men charging though smoke with bayonets fixed. That’s just not reality for the other 99%.
Fully agree, open recruitment to immigrants who want to perform a duty in exchange for citizenship. What better motivator and ultimately platform from which to launch your entry into US society post enlistment. Permanent resident card holders are already authorized, VISA holders should be as well and maybe even a new VISA type for this. After a deployment to IRAQ in 2005 and not a few days after we got off the plane, all of our unit non-citizens (of which we had a handful) we’re lined up, in rank and file, in front of the Brigade and conferred citizenship on the spot. I actually cried. Do more of this MRC, it’s powerful.
My two cents
Wait until those non citizens who entered the military get orders to fire into crowds of angry Americans who once again had an election stolen.
Look at what they are now doing in other countries like Venezuela where for the fourth time their elections were stolen
Americans may be getting tired of paying for a military industrial complex that fights wars for billionaires who in return get their sons returned in black plastic for burial so the families of those that killed them can cross a wide open border to enjoy those free bennies ordinary Americans are now denied.
Great insight per usual! As someone who has been in TA for 10+ years and who works with a lot of U.S. military veterans, I think you did a great job summarizing some of the recruiting and branding issues the military is facing.
In addition, Gen Z is also a considerable contributor to the gig economy. They [reportedly] want flexibility, life/work balance, autonomy, agility, etc. The military, generally speaking, isn’t exactly known for having an environment / culture that supports those wants. When you can’t meet the base “organizational” cultural wants of the targeted labor market, you have to compensate in 1+ other ways if you want to have a snowball’s chance in succeeding.