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 Contd...
Criticisms
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While most of the recruitment advertising campaigns and tools were well received by young Americans and defense analysts, it also received criticism from some quarters. Critics felt that the
'Army Strong' ads were aimed at influencing young men and women to join the Army without giving a true picture about the Army or helping them really know what they were getting into. They pointed out that the campaign concealed the realities about the Iraq war...
Looking Ahead
Experts appreciated the innovative recruitment tools adopted by the US Army to attract young Americans to take up the Army as a career option.
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The US Army felt that though traditional marketing had helped them convey the message, it had failed to attract the required number of recruits. According to Walters, experiential marketing tactics had a greater reach than traditional marketing since young Americans could experience the VAE, the AEC, talk to real soldiers, and gain insights about Army life...
Exhibits
Exhibit I: The History of US Army Recruitment
Exhibit II: US Army Star Logo
Exhibit III: A Virtual Army Experience in Florida
Exhibit IV: Army Experience Center at Philadelphia
Exhibit V: The Universum Top 10 Ideal Employer Rankings
Exhibit VI: List of Awards and Recognition Received by VAE
Exhibit VII: Funding Budget for America's Army Game (in US$ million)
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