Extending the Army brand

Extending the Army brand

The US Army is looking for new ways to connect to the country’s youth.

The Army fell short of its recruiting goal for 2018.

According to independent American military newspaper, Stars & Stripes, the Army fell about 6,500 recruits short of its goal for fiscal year 2018, which will end Sept. 30. This hadn’t happened since 2005.

Despite the shortfall, Maj. Gen. Joe Calloway, the Army’s military personnel management director, said the fact is not devastating, but he puts blame on the strengthening U.S. economy in which fewer potential recruits are looking for jobs.

Now, the armed forces are looking for new ways to connect to the country’s youth, and it seems an answer could be hidden behind esports and competitive games like Call of Duty, Fortnite and Madden.

Stars and Stripes reports that the Army is planning on having soldiers represent the U.S. military in competitions and tournaments to connect with young players who may be interested and eligible to join the military. This will be possible though 18-wheeler trailers that can be brought to college campuses, according to a video posted by Staff Sgt. Astin Muse (a.k.a. Amuse).

“They will be in a support role to help young people see soldiers in a different light and understand the many different roles people can have in the Army (and) help the Army address the growing disconnect with society”, said Army Recruiting Command spokesperson Kelli Bland to Stars and Stripes

According to Mashable, There seems to already be a community for competitive gamers who are in the military with the Military Gaming League, a community that brings together members of the military to play video games together and against each other.


About the Author:

Pablo Hernandez
Community Manager and Senior Reporter for CEO Magazine. Write to Pablo at pablo.hernandez@ceo-latam.com
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