Posted on Jun 14, 2022
As the Army turns 247, it seeks to reengage with the next generation
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As the U.S. Army celebrates its 247th birthday on June 14, it finds itself misunderstood by a majority of a younger cohort of Americans from which it seeks new recruits: Generation Z.
A new “Know Your Army” campaign seeks to counteract misperceptions of a career in the oldest service branch among people in the 18-25 age bracket recently revealed in a cross-generation survey of 3,000 adults.
“The Army has what Gen Z is looking for in an employer — they just don’t know it yet,” Maj. Gen. Alex Fink, chief of Army Enterprise Marketing, said in a news release about the media campaign, which showcases the array of what officials argue are the generous salary, benefits and work-life balance offered by Army careers.
The survey found that 73% of Gen Z — the post-millennial generation that the Pew Research Center indicates is the most diverse and on track to become the most educated group yet — had “limited understanding of the Army and its ability to deliver on their needs,” the Army said.
(https://rly.pt/3tzpCZl)
The National Consumer Survey of U.S. adults aged 18-76, conducted March 7-15, 2022, found that the generation born after 1996 had these misperceptions of Army service:
A full 30% said they thought most Army roles are combat-related (the Army countered that there are 200-plus careers for soldiers in nearly every field including in the culinary arts, health and law).
Just 51% said they thought the Army allowed time for recreation and hobbies (this generation was also the least likely to believe soldiers had work-life balance).
Fewer in this generation were aware of Army benefits such as:
tuition assistance (53% knew)/full college tuition (53% knew)/advanced training certificates (36% knew)
home-loan benefits (34%)
free health care (44%)/complete health care coverage (42%)
early retirement (31%)
paid parental leave (21%)
low-cost child care (23%)
The campaign features five, 15-second videos in both English and Spanish that aim to counteract these misunderstandings by depicting diverse, youthful soldiers in recreational, social and family-oriented settings and sharing lesser-known facts about Army careers such as that soldiers have time to be parents, spouses, friends, athletes or gamers.
“‘Know Your Army’ plays an important role in shifting this narrative by educating young people about the incredible range of benefits making it possible for today’s 1 million soldiers to thrive at work and at home,” Fink said. “Whether you’re looking to continue your education, start a family or travel the world, the Army is committed to helping you build the future you’re looking for.”
Officials said that the survey data found that Gen Z’s career desires and lifestyle goals potentially align well with what the Army offers. For instance, more than 85% of Gen Z said they most wanted in a career with a well-paying salary, health insurance (82%) and paid time off (80%). In addition to free or low-cost health care and more paid days off than the average American civilian (at 30 days), the Army said it also now offers $50,000 in bonuses, preferred duty stations, access to student loan repayment relief and shorter enlistment periods. The Army also offers 12 weeks of paid parental leave for both parents.
Another 66% said of Gen Z said they wanted to work for a diverse organization. The Army noted that its diverse mix of soldiers come from every state in the nation and beyond.
Officials said the nationwide campaign is rolling out on television, online and via podcasts and on social media and other digital platforms, including Facebook, Instagram, Reddit, Google Discovery, YouTube, Snapchat, Twitter and LinkedIn.
As America’s first national institution does more to engage the next generation, celebrations of the Army’s official establishment on June 14, 1775, include a wreath-laying at Arlington National Cemetery, outdoor festivals, a Twitter town hall and Army Day with the Washington Nationals on June 16.
Learn more
https://www.goarmy.com
U.S. Army birthday events: https://www.army.mil/1775/events.html
“73 Percent of Gen Z Says They Know the Army; New National Survey Says They Don't,” U.S. Army news release, June 1, 2022: https://www.prnewswire.com/news-releases/73-percent-of-gen-z-says-they-know-the-army-new-national-survey-says-they-dont-301558393.html
“On the Cusp of Adulthood and Facing an Uncertain Future: What We Know About Gen Z So Far,” Pew Research Center blog, May 14, 2020: https://www.pewresearch.org/social-trends/2020/05/14/on-the-cusp-of-adulthood-and-facing-an-uncertain-future-what-we-know-about-gen-z-so-far-2
A new “Know Your Army” campaign seeks to counteract misperceptions of a career in the oldest service branch among people in the 18-25 age bracket recently revealed in a cross-generation survey of 3,000 adults.
“The Army has what Gen Z is looking for in an employer — they just don’t know it yet,” Maj. Gen. Alex Fink, chief of Army Enterprise Marketing, said in a news release about the media campaign, which showcases the array of what officials argue are the generous salary, benefits and work-life balance offered by Army careers.
The survey found that 73% of Gen Z — the post-millennial generation that the Pew Research Center indicates is the most diverse and on track to become the most educated group yet — had “limited understanding of the Army and its ability to deliver on their needs,” the Army said.
(https://rly.pt/3tzpCZl)
The National Consumer Survey of U.S. adults aged 18-76, conducted March 7-15, 2022, found that the generation born after 1996 had these misperceptions of Army service:
A full 30% said they thought most Army roles are combat-related (the Army countered that there are 200-plus careers for soldiers in nearly every field including in the culinary arts, health and law).
Just 51% said they thought the Army allowed time for recreation and hobbies (this generation was also the least likely to believe soldiers had work-life balance).
Fewer in this generation were aware of Army benefits such as:
tuition assistance (53% knew)/full college tuition (53% knew)/advanced training certificates (36% knew)
home-loan benefits (34%)
free health care (44%)/complete health care coverage (42%)
early retirement (31%)
paid parental leave (21%)
low-cost child care (23%)
The campaign features five, 15-second videos in both English and Spanish that aim to counteract these misunderstandings by depicting diverse, youthful soldiers in recreational, social and family-oriented settings and sharing lesser-known facts about Army careers such as that soldiers have time to be parents, spouses, friends, athletes or gamers.
“‘Know Your Army’ plays an important role in shifting this narrative by educating young people about the incredible range of benefits making it possible for today’s 1 million soldiers to thrive at work and at home,” Fink said. “Whether you’re looking to continue your education, start a family or travel the world, the Army is committed to helping you build the future you’re looking for.”
Officials said that the survey data found that Gen Z’s career desires and lifestyle goals potentially align well with what the Army offers. For instance, more than 85% of Gen Z said they most wanted in a career with a well-paying salary, health insurance (82%) and paid time off (80%). In addition to free or low-cost health care and more paid days off than the average American civilian (at 30 days), the Army said it also now offers $50,000 in bonuses, preferred duty stations, access to student loan repayment relief and shorter enlistment periods. The Army also offers 12 weeks of paid parental leave for both parents.
Another 66% said of Gen Z said they wanted to work for a diverse organization. The Army noted that its diverse mix of soldiers come from every state in the nation and beyond.
Officials said the nationwide campaign is rolling out on television, online and via podcasts and on social media and other digital platforms, including Facebook, Instagram, Reddit, Google Discovery, YouTube, Snapchat, Twitter and LinkedIn.
As America’s first national institution does more to engage the next generation, celebrations of the Army’s official establishment on June 14, 1775, include a wreath-laying at Arlington National Cemetery, outdoor festivals, a Twitter town hall and Army Day with the Washington Nationals on June 16.
Learn more
https://www.goarmy.com
U.S. Army birthday events: https://www.army.mil/1775/events.html
“73 Percent of Gen Z Says They Know the Army; New National Survey Says They Don't,” U.S. Army news release, June 1, 2022: https://www.prnewswire.com/news-releases/73-percent-of-gen-z-says-they-know-the-army-new-national-survey-says-they-dont-301558393.html
“On the Cusp of Adulthood and Facing an Uncertain Future: What We Know About Gen Z So Far,” Pew Research Center blog, May 14, 2020: https://www.pewresearch.org/social-trends/2020/05/14/on-the-cusp-of-adulthood-and-facing-an-uncertain-future-what-we-know-about-gen-z-so-far-2
Weapon Systems Officer (WSO)
Birthday
Policy
Enlisted
Esprit de Corps
Posted 2 y ago
Responses: 6
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1SG John B. Enlow
What's wrong with black and gold PT uniforms, Major? They look sharper than any PT uniform I saw in 21 years of service, and the photo shows them running in formation.
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