In a move to recruit more soldiers, challenge stereotypes, and broaden its appeal to young people and their influencers, the Army has launched a new campaign to attract Generation Z (16-24 year olds) by explaining to them how they can grow and become better versions of themselves with an Army career.
The sociological make-up of ‘Generation Z’, captured in a new survey commissioned by the Army of 2,000 16-24 year olds, suggests they are altruistic, driven, open-minded and long to stand on their own two feet.
The Army has been recruiting against a competitive jobs market and record low unemployment rates, and is now hoping to broaden consideration of the force as a career to a wider group of 16-24 year olds, by hooking into Generation Z’s emotional drive and aspirational desire to grow and do something that matters in their lives.
General Chris Tickell, General Officer Commanding, Army Recruiting and Training Division, said: “Currently UK armed forces are deployed in more than 80 countries across the world, conducting a range of activity and the Army has done some really positive work assisting with humanitarian efforts, such as in Sierra Leone combating the Ebola crisis, and UN peacekeeping missions in Cyprus.
“We have deliberately designed a bold, new recruitment campaign that uses reverse psychology and a thought-provoking approach. It will encourage young people and those who influence them to notice the Army, and start having open conversations with real soldiers and their friends and relatives.”
The Army is offering significant job opportunities with roles such as painters, musicians, lawyers, carpenters, chaplins, teachers, HR specialists, personal trainers, vets, metalsmiths or dog handlers.
With increased investment in defensive and offensive cyber capabilities confirmed by the Government, young people are being offered the opportunity pursue specialist technical roles, from apprenticeships in aeronautical engineering to becoming a geo-technician, the Army’s experts in mapping and risk.
Its new recruitment campaign – A Better You – focuses heavily on existing soldiers’ real experiences and journeys of personal growth in the Army, captured in a new survey among serving soldiers.