Employer Branding Initiatives of the US Army
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ICMR HOME | Case Studies Collection
Case Details:
Case Code : HROB131
Case Length : 28 pages
Period : 2007-2009
Pub Date : 2010
Teaching Note :Not Available
Organization : US Army
Industry : Government
Countries : US
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Excerpts
Background Note
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Recruitment to the US Army and the US Army Reserve was the responsibility of the United States Army Recruiting Command (USAREC). The recruiting operations were conducted throughout the US, Puerto Rico, the Virgin Islands, Guam, and at US facilities in Germany and Asia...
US Army's Recruitment Initiatives
The US Army's strategic communication challenge was to inspire young adults and raise their aspirations to embark on a career in the Army. It had to convey the message in a compelling way that would touch them and motivate them to take action...
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Other Recruitment Tools and Experiential Marketing Initiatives
'America's Army' Game
In 2000, the US Army planned to launch a game that would help users experience how it would be to be a soldier. This was expected to be a recruitment tool that would help it attract people to join the US Army. This project sought to offer educational opportunities in visualization tools, missile systems, and command and control systems to soldiers within the Army...
Results
In 2007, The Washington Post reported that the US Army had recruited 80,000 people. Experts attributed the growth to the unemployment rate that had reached 6.5 percent from 4.8 percent during the same period in the US...
Excerpts
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