Military Recruiting: Actions Needed to Address Digital Marketing Challenges : Government Accountability Office (GAO) , November , 2024
Military Recruiting: Actions Needed to Address Digital Marketing Challenges : Government Accountability Office (GAO) , November , 2024
From the report: “Today’s military services are using digital marketing, among other efforts, to reach Generation Z—known for its use of digital media and whose views about the military have been steadily declining. In fiscal year 2023, several of the military services missed their recruiting goals by tens of thousands.
The James M. Inhofe National Defense Authorization Act for Fiscal Year 2023 includes a provision for GAO to evaluate DOD’s use of social media and other technology platforms for marketing and recruiting purposes.
This report describes (1) how the military services have used digital marketing efforts to recruit young people; and evaluates the extent to which the military services have (2) developed policies to direct their digital marketing activities and to manage risks; (3) evaluated the performance of their digital marketing activities; and (4) experienced and addressed any challenges associated with funding their marketing efforts.
GAO reviewed DOD and military service studies, guidance, and plans; interviewed agency officials; and assessed military services’ efforts against commercial best practices for assessing advertising effectiveness.”
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