What are some standards in today's military that makes recruiting difficult?

Requiring potential recruits be in some sort of decent physical shape.
Thinking the military will overlook felony records. Heard a USMC Recruiter talking about that, while my son was in process of enlisting.
An overall crappy "entitled" lazy attitude.

Sounds like it's tough being a recruiter these days.

I wouldn't say the standards are hindering... but the quality of the prospect pool. Too often we have people coming in who cannot meet the physical standards, moral standards (think the Army can get them out of legal trouble), they cannot pass the ASVAB, or they are without a high school diploma. Those are just the basics we deal with.

The requirement for self discipline, an expectation that there may be battle instead of marking time just to get the GI Bill, the misconception about "How staying alive is stressed " and still being capable of accomplishing the mission

I can't think of a thing! Standards and Discipline? Some folks desire that and that is Incentive. Travel Opportunities, not a problem in the Navy, You Travel a lot. Standards, Well I was to skinny to join the Army at 6'5" 129 lbs. The Navy didn't care, they fudged the numbers and listed me as 133 lbs and I had to sign something that I would put on 10 more pounds in Boot Camp. No one ever checked. Just a matter are selling our Product correctly and how is the Competition on the Outside. Things are improving in the Civilian World so we have to compete for Talent just like they do.

Personally, I don't think any military standards should hinder recruiting efforts. The average enlistee is between 17-19 years of age. Not really old enough to get covered in tattoos. Not old enough to drink. Not really old enough to get in any trouble. Recreational drug users might eliminate themselves, but we're supposed to hold ourselves to a higher standard.

Personally though, if there was something that hindered/helped military recruiting efforts, I would say Hollywood would have the biggest impact. I remember when the Battleship board game movie came out and I was laughing so hard I felt bad for anyone who was joining the Navy. But then you see movies like American Sniper and think.... WOW I want to do that, where do I sign up.

Sure we all no it's not kicking down doors and guns blazing, but Hollywood can play a big part in getting potential recruits into the door to talk with a recruiter.