The biggest US military branch missed its recruitment goals by 15,000 soldiers last year, and this year is shaping up to be another heavy lift. The Army may be the poster child for recruiting woes, but it’s not alone in facing a historic challenge.
The biggest branch of the U.S. military missed its recruitment goals by 15,000 soldiers last year, and this year is shaping up to be another heavy lift.Enter: “Be All You Can Be,” the iconic slogan from the 1980s and '90s, rebranded for a new generation. “‘Be All You Can Be’ is a phrase that has inspired many generations of soldiers, and its promise still rings true today,” Army Chief of Staff Gen. James McConville said at the rollout of the latest reboot of the Army’s ad campaign.
“Most of the trends that have created the present recruiting crisis will not change anytime soon, and if left unaddressed, they could soon threaten the ability of the all-volunteer force to protect the nation,” wrote retired Army Lt. Gen. David Barno and Nora Bensahel, visiting professors of studies at the Johns Hopkins School of Advanced International Studies.
“As we surveyed our future candidates for the United States Army, we ask them this very question,” replied Grinston. “And we found that the No. 1 barrier for those that we surveyed was they [believed it] would be putting their life on hold.” But Camarillo admitted it’s a hard sell. “We do not think that the recruiting challenge will go away overnight,” he said. “We're pulling every lever we can at our disposal to make sure that we're addressing it.”
The panel of senior enlisted leaders from all the services pushed back, insisting if anything was hurting recruiting, it was the constant labeling of the military as too woke, fueling a perception problem, they insisted, doesn’t match reality. “Sir, I would offer the Air Force does not have pronoun training,” said Chief Master Sgt. of the Air Force JoAnne Bass.
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