20% Increase in US Army Application, Still DID NOT Meet Expectations
The U.S. Army is recruiting 20% more soldiers this year but US Army applications is still expected to miss its annual recruitment target.
US Army Application Increases 20%, But 2023 Goal of 65,000 Troops Still Unattained
The U.S. Army is recruiting more soldiers this year, with a 20% increase in US Army application compared to last year, according to Major General Johnny Davis, the commander of the Army’s Recruiting Command. While there has been improvement, the Army is still likely to fall short of its recruitment goal for the fiscal year.
The US Army applications are not expected to meet its 2023 goal of 65,000 troops, as Army leaders anticipated. Defense One reported factors contributing to this challenge includes the robust U.S. economy attracting potential soldiers to the private sector, COVID-related restrictions on recruiting in schools, and eligibility criteria like weight restrictions. Despite these hurdles, the Army’s reintroduction of its “Be All You Can Be” campaign in March has increased brand recall by 78%.
British Army Surges 30% Through Tiktok, US Army Applications Remains Cautious
According to Daily Mail’s report, the British Army has found success in recruiting through TikTok, resulting in a 30% increase in applications after launching an advertising campaign called “You Belong Here.”
Major General Tom Bewick, the commander of British Army Recruiting and Initial Training Command, credited national news events, like the UK’s training of Ukrainian troops, which received extensive media coverage, for boosting recruitment.
Meanwhile, the U.S. Army remains cautious about using TikTok for US Army application, even though some recruiters have found success with the platform, underscoring the ongoing challenges in military recruitment.