Army Targets Influencers: Why Don't All Employers?
One of the skills that is critical to the success of any entrepreneur or intrapreneur is the ability to see around corners. That is, to be better able to predict the relevant future than your competitors. Those who have the skill are at a huge advantage as they are able to better position themselves and their organizations than are their competitors. Corporate recruiters who want to peer around the corner to see what practices will soon be popular need only look at what the various branches of the U.S. military do, including the U.S. Army.
For decades, the Army has used the promise of money for college as a recruiting tool. But starting this January, their message will change. Rather than promising tens of thousands of dollars in money for college, the Army will instead promise up to $40,000 towards the purchase of a home or the creation of a business. And rather than directing the messages at the potential enlistees, the Army will direct a significant portion of the messages at the parents and other adult "influencers" of the enlistees. "If you want to get a soldier, you have to go through mom, and moms want to know what kind of future their children will have when they leave the Army," Lt. Col. Jeff Sterling, the program's architect, told the Wall Street Journal.
These $40,000 bonuses come on top of the $20,000 quick ship enlistment bonuses that they have been offering for months, so an enlistee that is willing to leave for basic training within weeks or even days has the potential to receive up to $60,000 in bonuses. That's pretty enticing for a lot of folks, especially those who are considering starting their own business once they are discharged.
Let's talk a little about the use of the bonuses for homes and small businesses rather than college degrees. Why would the Army do that? Wouldn't it prefer to enlist those who want to make the Army a career rather than a stepping stone into a new home or business? Sure, but with the difficulty that the Army is having right now, any qualified enlistee is a great enlistee. Also, the priorities of this generation are different than those of previous generations. One quarter of high school students are dropping out and a much higher percentage of college males drop out than do females. The Army is clearly aware of these trends and not just because they read this college recruiting blog.
The Army was using our targeted email product before most corporate recruiters even knew what targeted emails were. The Army was sending cell phone text messages to candidates before most corporate recruiters knew that they could text thousands, tens of thousands, or even hundreds of thousands of candidates using a double opt-in list like we have. And now the Army is targeting a generation of males (and a smaller percentage of females) that seems to be disinclined to go to college or stay in college but very inclined to start their own businesses.
The Army isn't going to change this generation nor should it try. But it needs to try to successfully recruit this generation if it is going to succeed in meeting its missions and in order to do that the Army understands that it needs to adapt. Will your organization adapt or will it fail to meet its missions for a lack of talent?
Leave a comment