UNITED STATES ARMY RECRUITING COMMAND

CSM Tabitha GaviaCommand Sergeant Major

Since 25 JUL 2018

MG Frank M. MuthCommander

Since 25 JUL 2018

USAREC Overview

2/13/2020

UNITED STATES ARMY RECRUITING COMMAND

Agenda

• USAREC FY 20 Top Line / “Year of the Recruiter”

• Recruiting 101

• Recruiting Challenges

• Initiatives and Innovation

• “Focus 22,” Marketing, and Outreach Efforts

• How Can You Help USAREC?

• Questions & Discussion

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UNITED STATES ARMY RECRUITING COMMAND

FY20 USAREC Top Line

• Recruiting remains the Army Senior Leadership’s top priority, truly an “all-in” total Army effort.

In FY19, the Army met its Regular Army enlisted and Medical recruiting missions, without sacrificing quality.

On track to accomplish both Regular Army, Army Reserve, AMEDD, and Chaplain recruiting missions in FY20.

USAREC experienced a renaissance in FY19 and we continue to be innovative.

USAREC’s theme for FY20 is the “Year of the Recruiter.”

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UNITED STATES ARMY RECRUITING COMMAND

“Year of the Recruiter”

4

Mission: Recruit America’s best and brightest volunteers that are able to deploy, fight, and win.

Vision: An innovative team of empowered, accountable, and trustworthy leaders that competes for quality talent who are motivated, resilient, and fit to WIN, because WINNING MATTERS!

PurposeRecruiting the Army of tomorrow, today!

COMPASSION

PASSION

STANDARDS

DISCIPLINE

MANNING

MONEY

MORALE

MISSION COMMAND

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Recruiting 101 - Recruiting Stakeholders

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Interdependent Army Accessions Enterprise

Key Stakeholders• Secretary of the Army• Chief of Staff of the Army• Sergeant Major of the Army• Assistant Secretary of the Army for Manpower & Reserve Affairs• Army G1 (Personnel)• Directorate of Manpower and Personnel Management• National Guard Bureau

Supports US Army Recruiting Command

Human Resources Command

Army Enterprise Marketing Office

Corps of Engineers

Military Entrance Processing Command

US Army Special Operations Command

US Army Recruiting Command Supports

The Surgeon General

Army Chief of Chaplains

Office of the Chief of Army Reserve

Training & Doctrine CommandCommanding General

Deputy Commanding General/Chief of Staff

Combined Arms

Center

US Army Center

For Initial Military Training

US Army Cadet

Command

US Army RecruitingCommand

Direct Support

Accessions Mission Commander

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UNITED STATES ARMY RECRUITING COMMAND

U.S. Army Recruiting CommandHeadquarters: Fort Knox, Kentucky

7 BDEs with the Recruiting and Retention CollegeRecruiting Stations Nationwide: 1,453

Army Recruiters: 10,283

Enlistments needed in FY20:

100,246

NPS Enlisted – 75,600 NPS/PS Enlisted – 15,850

In-Service Missions – 6,521- SF- PSYOPs Enlisted - Civil Affairs and- 160th SOAR Officer- CI Agent- Warrant (Tech and Flight)

AMEDD – 979

Chaplain – 220

AMEDD – 946

Chaplain – 130

In-ServiceMission

Regular Army Army Reserve

76,676 17,049

6,52

1

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Recruiting 101 - FY20 Army Recruiting Mission

UNITED STATES ARMY RECRUITING COMMAND

Recruiting 101 - FY20 Recruiting System Overview

LowModerate

SignificantHigh

Conduct

465KAppointments

Conducted

140KTake The

ASVAB Test

ASVABTest

Military Entrance Processing Station

PacketBuild

Physical

Mental

108KPass Test

77K Contract

Risk to FY21 Mission

20–21M Contacts

FY20 Entry Pool

Army Interview

35%30%25%

<10K

Military Entrance Processing Command

69K AccessBasic Combat Training

One Station Unit TrainingAdvanced Individual

Training (AIT)

First Unit Of Assignment

Ship to First Unit of Assignment

Make Appointment w/ Prospect

620KAppointments

Scheduled

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UNITED STATES ARMY RECRUITING COMMAND

• Consider quality, past production and the environment

• Maintain a presence in all recruiting markets (live &

virtual)

• Production must maintain Future Soldier Training Pool

MISSION CONSIDERATION FACTORS:

FY21 ArmyAccession Mission

Army Accession Requirements• Defense Planning Guidance• Force Structure• Retention/ Attrition Rates• Fiscal Constraints

Company Mission

Brigade Mission

StationMission

Active: 72,000Reserve: 15,850

Battalion Enlistment Contract Missions • Monthly Accession Flow• Monthly Training Seat Losses• Future Soldier Loss Rates• Out-Year Mission Requirements• Army Reserve Vacancies• Required Recruiter Force

Battalion Mission

Recruiting 101 - FY 21 Enlisted Mission Process

Enlistment Mission

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UNITED STATES ARMY RECRUITING COMMAND

Recruiting 101 - Receptivity to Army Recruiting Efforts

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Mountain:7.8% of Youth

8.0% of Contracts

West North Central:6.6% of Youth

4.6% of Contracts

East North Central:14.9% of Youth

11.2% of Contracts

New England:4.8% of Youth

2.7% of Contracts

Mid Atlantic:12.6% of Youth

8.1% of Contracts

South Atlantic:19.2% of Youth

27.3% of Contracts

East South Central:5.5% of Youth

7.1% of Contracts

West South Central:12 % of Youth

16% of Contracts

Pacific:16.8% of Youth

15% of Contracts

• Green markets are generally representative of the youth population (within 10% of the national penetration rate (8.74 enlistments per 1000 qualified, military available 17-24 year olds)) • Blue markets are over represented• Yellow markets are under represented compared to the national rate.

Major and Micro Metro Markets

Major Micro 10,000-50,000

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• Propensity to join the military ranges 5 – 24% across the nation– Propensity is self-reported likelihood of serving in the military – Propensity improves when youth talk to someone about the military– Youth are delaying traditional milestones of adulthood

• Army competes for talent– Corporate America: out-pacing Army pay and benefits – College: about 70% of youth enter college after high school

graduation, though value of college is eroding– Other Services/Internal Army

• Youth are disconnected from the military; lack knowledge and have misconceptions about military service– 79% of new recruits have a relative who served; 28% have a parent who served– 15% of youth population have a parent who served; down from 40% in 1995– America’s veteran population will decline 35% over the next 30 years

Challenge # 1: Willingness to Serve

Recruiting Challenges (1 of 2)2/13/2020

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UNITED STATES ARMY RECRUITING COMMAND

11

0.14

1.8

5.8

9.8 10.8 13.2

4

4

1.6

0 5 10 15 20 25 30 35

Propensed(144K)

High Quality(1.8M)

Available (5.8M)

Qualified (9.8M)

Total Population (33.8M)

17-24 Year Old Youth Population (Millions)

College Enrolled

Low Test Quality or Non-High School Diploma Graduate

Only 29% of youth qualified

32% have one disqualifying factor

39% have multiple disqualifying factors

Only 144K are qualified, available, high quality, and propensed

Disqualifying Factors• Overweight (31%)• Medical/Physical (30%)• Drugs (30%)• Mental Health (15%)

• Dependents (12%)• Conduct (10%)• Aptitude (9%)

*Two or more factors (39%)

Challenge # 2: Few Qualify

Not Propensed

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Recruiting Challenges (2 of 2)

UNITED STATES ARMY RECRUITING COMMAND

Initiatives and Innovation (1 of 2)

Warrior Fitness TeamPurpose

• Demonstrate Army fitness through competition• Educate youth on importance of fitness• Increase awareness of Army opportunities

Esports TeamPurpose

The USAREC Esports Program engages prospects through casual and competitive gaming. Connects youth with Recruiters.

Q1 USAE / WFT Impressions• ARMYCON Impressions: 21.6 million• Traditional Media Reach: 2.89 million• Social Media Reach Total: 174 million

Q1 USAE / WFT Ad Value Equivalent Traditional Media Ad Value: $3.7 million

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Team Events Funding** Resp QualLead Appt. Made Appt. Cond. Contract

Assists

USAE 21 $9,855 6477 6446 168 96 13WFT 8 $600 867 860 22 14 4

TOTAL 34 $10,455 7541 7500 195 113 17

*ARMYCON 1 N/A 1026 1006 35 23 4

UNITED STATES ARMY RECRUITING COMMAND

Recruiter Live Fire (RLF)Purpose

Army Recruiter Course and Recruiting Station Commander Course students led by Recruiting and Retention College instructors conduct Recruiter Live Fire prospecting within specific high value areas.

ROI:ROI:

Virtual Recruiting

YTD: 1,366 Contracts

FY Hours Contacts Leads Appt Conducts Commits

2018 88 5813 1338 297 N/A N/A

2019 560 151385 19854 4161 600 167

2020 144 37646 3164 752 162 44

792 194844 24356 5210 762 211

RA Contract

Assist

AR Contract

Assist

Total Contract

AssistTotal % Rank

248 57 305 90.77% 1247 75 322 83.85% 2208 41 249 74.11% 3219 62 281 73.18% 4181 28 209 54.43% 5

1103 263 1366 75%2nd BDE

Command Total

BN Name

5th BDE3rd BDE6th BDE1st BDE

YTD: 162 Appointments Conducted

Initiatives and Innovation (2 of 2)

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UNITED STATES ARMY RECRUITING COMMAND

Recruitable PopulationAge 17-245009080200

“Focus 22”1. New York City2. Chicago3. Dallas4. Pittsburgh5. Miami6. Kansas City7. Atlanta8. Orlando9. Sacramento10. Houston11. Seattle12. Philadelphia13. Minneapolis14. Baltimore15. Oklahoma City16. Cleveland17. Denver18. San Francisco19. Shreveport20. Los Angeles21. Boston22. Phoenix

Tier prioritization based on total recruitable population with least amount of US Army Recruiting Market penetration Success though concurrent efforts across multiple markets while capitalizing on momentum built in “ must hold markets.” Market efforts synchronized around the following opportunities:

• High Payoff event concurrently vs. sequenced by priority• Availability of Resources

• Momentum achieved in specific markets• Requests from local officials or organizations

Kansas City

SECARMY “Focus 22” Cities

Minneapolis

Chicago

Cleveland

Pittsburgh

Denver

Seattle

Boston

New York

Philadelphia

Baltimore

Atlanta

Orlando

MiamiShreveport

HoustonDallas

Oklahoma City

Phoenix

Los Angeles

San Francisco

Sacramento

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UNITED STATES ARMY RECRUITING COMMAND

Priority # 3(Markets of

Opportunity)Small potential.Maintain awareness.

Priority # 2(Must KEEP)Doing well, sustain or exploit.Potential being achieved.

Priority # 4(Supplemental Markets)

Not a significant market. Not a resource opportunity.

Priority # 1(Must Win)

Under represented, potential exists. Create success.Resource priority

Mar

ket S

treng

thD

emon

stra

ted

Perfo

rman

ce

Market ValueRelative Size of the Market Potential

MetroMust Keep (MK)Must Win (MW)Marketing and Recruiting Integration Pilot“Focus 22” City

1

2

3

45

New York, NY

Chicago, IL

Dallas, TX

Philadelphia, PA

Boston, MA

San Francisco, CA

Minneapolis, MN

Los Angeles, CA

Kansas City, MO

Baltimore, MD

Seattle, WA

Denver, CO

Sacramento, CA

Oklahoma City, OK

Phoenix, AZ

Shreveport, LA

Atlanta, GA

Orlando, FL

Miami, FL

Houston, TX

San Juan, PR

St. Joseph, MO

Washington, DC

Detroit, MI

Pittsburgh, PACleveland, OH

Austin, TX

Charlotte, NC

Las Vegas, NV

Portland, OR

Cincinnati, OH

St. Louis, MO

Indianapolis, IN Columbus, OH

San Jose, CA Nashville, TN

Bismarck, ND

Providence, RI

Grand Rapids, MI

Tucson, AZ

Raleigh, NC

Milwaukee, WI

Louisville, KY

Albuquerque, NM

San Diego, CA

Hartford, CT

Kennewick, WA

SHAPE WIN HOLD31. Grand Rapids, MI32. Tucson, AZ33. Hartford, CT34. Raleigh, NC35. Milwaukee, WI36. San Juan, PR37. Kennewick, WA38. St. Joseph, MO39. Louisville, KY40. Albuquerque, NM

41. San Diego, CA42. Phoenix, AZ43. Shreveport, LA44. Atlanta, GA45. Orlando, FL46. Miami, FL47. Houston, TX

1. New York, NY2. Los Angeles, CA3. Chicago, IL4. Dallas, TX5. Washington, DC6. Philadelphia, PA7. Boston, MA8. San Francisco, CA9. Minneapolis, MN10. Detroit, MI

11. Seattle, WA12. St. Louis, MO13. Denver, CO14. Sacramento, CA15. Charlotte, NC16. Las Vegas, NV17. Baltimore, MD18. Portland, OR19. Indianapolis, IN20. Cincinnati, OH

21. Austin, TX22. Columbus, OH23. Kansas City, MO24. Pittsburgh, PA25. Oklahoma City, OK26. San Jose, CA27. Cleveland, OH28. Nashville, TN29. Bismarck, ND30. Providence, RI

Priority Population Centers (P2C) Inform the “Focus 22” 2/13/2020

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UNITED STATES ARMY RECRUITING COMMAND

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National and Local Marketing Linkage

Military Consideration

Ready to meet a Recruiter

ActivationEngagementAwarenessPassive

AwarenessActive

AwarenessValidating Army

as an Option

Broad Reach Brand Building Most appropriate local media for targeted promotional messaging.

National Awareness MediaNational Online MediaEvents, Paid Search, Paid Social, Direct Mail, Radio, Cinema

Local Advertising:Billboards (Out of Home – OOH)RadioLocal PrintLocal sponsorships

Army Enterprise Marketing Office/Team DDB (Strategic)

Army Message Purpose & Values

Army Promotional Messages: Training, Education, Bonuses & Adventure

HQ, USAREC and Marketing Engagement Brigade (Operational)Army Recruiting Command BDEs and BNs (Tactical)

Army Enterprise Marketing Office• Conducts national marketing, marketing

analysis, and accessions analysis.• Develops best-value strategies and

tactics to inform the American people.• Motivate the most qualified candidates

to consider Army service (Impression).drives prospects to goarmy.com.

US Army Recruiting Command• Conducts regional/local marketing,

engagements and activations. • Creates face-to-face opportunities

between recruiters and the target market (leads/packets).

Army Applicant Journey

Marketing Engagement Brigade • Supports Army marketing with targeted assets:

Golden Knights (GK), Army Marksmanship Unit (AMU), National Conventions Division (NCD)-Mission Support Brigade (MSB).

• Competes and wins in competitions.• Provides direct support to

national/regional/local activations to enhance awareness and generate leads.

• Outreach Company- Warrior Fitness Team; Esports Team; Music Outreach Team

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UNITED STATES ARMY RECRUITING COMMAND

Digital Engagement Fusion Team (DEFT) Mission• Shape USAREC’s digital recruiting strategy.• Create digital content, campaign initiatives and implement digital

media strategies.• Achieve “Recruiting 2025” transformational goals.

Education Mission• Communicate Army training and education opportunities to the

civilian education community.• Gain Secondary/Post Secondary school access.• Education Tours/ Armed Services Vocational Aptitude Test –

Career Explorer Program (ASVAB-CEP)/Concurrent Admissions Program (ConAP), March2Success.

Operations Mission• Coordination of marketing and outreach programs.• Develop Partnerships with private sector organizations (Boys &

Girls Club/Kiwanis).• Total Army Involvement in Recruiting (T.A.I.R)

Assets .• Assist with CASA recommendations

USAREC Marketing, Education, & Outreach

Marketing Mission• In-house visual information production (Posters, Banners,

Billboards, Graphic Designs).• Video production (MOS, Promotional).• Multimedia content distribution and management across the Army

Enterprise.

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UNITED STATES ARMY RECRUITING COMMAND

How Can You Help USAREC?

• Talk with your Army Recruiting Battalion Commander often • Visit recruiting stations and get to know the local Recruiters• Army Senior Leader, General Officer, and Nominative CSM support • Awareness and Engagement Events• Share the Army Story and Values with people you encounter

oPotential Prospects (17-34 year olds)o Influencers who play a role in decision making such as parents, school

officials, business leaders, civic leaders, clergy, etc.oVeteran’s organizations

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UNITED STATES ARMY RECRUITING COMMAND

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2/13/2020

Discussion

UNITED STATES ARMY RECRUITING COMMAND

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2/13/2020

Backup Slides / Handouts

1. Brigade Production Summary2. Attrition Reduction Summary3. Recruiting Diversity4. Generational Comparison5. Recruiter Selection and Assignment Process

UNITED STATES ARMY RECRUITING COMMAND

Brigade Production Summary

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2/13/2020

Brigade Production Summary thru PL JAN

Legend for Production>= 100% 90 - 99% < 90%NPS

MRB 23 - 16% < 16%>= 24%

SORB >= 90% 75 - 89% < 74%

RA AR

1st MRBn

RA AR

2nd MRBn

RA AR

3rd MRBn

RA AR

5th MRBn

RA AR

6th MRBn

MRB – Highlanders

Commander:COL Edward Mandril

7 JUN 2018

Photo

CSM:CSM Jesse Castellano

16 MAR 2018

Photo

RA AR

Commander:LTC Richard Woolshlager

20 JUN 2018

Photo

CSM:CSM Chris Doyle

10 MAR 2019

Photo

SORB(A)

SF PO

A Company

CA SF PO

B Company

CA SF PO

C Company

CA

SF PO

D Company

CAWOAV

WO NONAV

E CompanySF – 3/8 classesPO - 1/8 classesCA - 2/9 classes

SF PO CA

RA AR

Los Angeles

RA AR

Portland

RA AR

NorCal

RA AR

Salt Lake City

RA AR

SoCal

6BDE - Outrider

RA AR

Seattle

RA AR

CentCalCommander:COL Benjamin R. Luper

18 JUL 2019

Photo

CSM:CSM Charles J. Peterson

15 JUN 2018

Photo

RA AR

RA AR

Dallas

RA AR

Denver

RA AR

Houston

RA AR

Kansas City

RA AR

Oklahoma City

5BDE – Alamo

RA AR

San Antonio

RA AR

PhoenixCommander:COL Roman J. Cantu

04 MAY 2018

Photo

CSM:CSM Owen J. Smith

18 OCT 2019

Photo

RA AR

Commander:COL Eric Lopez

12 JUL 2018

Photo

CSM:CSM Ryan Razon

28 AUG 2017

Photo

RA AR

Cleveland

RA AR

Columbus

RA AR

Indianapolis

RA AR

Great Lakes

3BDE - Marauders

RA AR

Milwaukee

RA AR

Minneapolis

RA AR

Nashville

RA AR

Chicago

RA AR

RA AR

Atlanta

RA AR

Columbia

RA AR

Jacksonville

RA AR

Miami

RA AR

Montgomery

2BDE - Eagle

RA AR

Raleigh

RA AR

Tampa

RA AR

Baton RougeCommander:COL Jason E. Kerr

12 JUL 2019

Photo

CSM:CSM Thomas B. McEwen

7 JUN 2019

Photo

RA AR

RA AR

Albany

RA AR

Baltimore

RA AR

New England

RA AR

Harrisburg

RA AR

New York

1BDE - Victory

RA AR

Mid-Atlantic

RA AR

Syracuse

RA AR

RichmondCommander:COL John M. Cushing

14 MAY 2019

Photo

CSM:CSM Matthew E. Kunk

9 MAR 2019

Photo

RA AR

UNITED STATES ARMY RECRUITING COMMAND

Attrition Reduction Strategy

22

Incentivize ~1.1%

Reduce Apathy ~.9%

Reduce Pre-existing Conditions ~1%

1. Future Soldier Advanced Promotions2. Gold Badge Standard <4% attrition3. Recruiter Incentive Pay

4. Revamp Future Soldier Training 5. Redesign of FutureSoldier.com6. DS Bios and BCT live videos

7. Redesign “pre-screen” procedures8. Conduct FS Asset Inventory9. Redesign FS Loss Form / Procedures

1st Qtr 2d Qtr 3rd Qtr 4th Qtr

12

5 46

78

FY20

3

9

FY20 – 6.5% FY21 – 6.0% FY22 – 5.5% FY23 – 5.0% FY24 – 4.5%2/13/2020

UNITED STATES ARMY RECRUITING COMMAND

EnlistmentsQualified Youth Population

*Qualified youth population – the youth population that is fully-qualified, without waiver, and available for military service

Enlistments vs Qualified Youth Population*

Recruiting Diversity

• Native Americans are over-represented

• Hispanics are representative in the Army• Fastest growing race ethnic group

• Loss of MAVNI initiated the gap in 2017 • API Market is highly competitive

• African Americans are over-represented• Generally a stable proportion in recruiting

FY19/20 Events and Activities:- Info sessions / recruiting at Historically Black

Colleges Universities (HBCU)- Hispanic Association of Colleges and

Universities- League of United Latin American Citizens

National Education Service Centers- Hispanic Heritage Foundation- Boys and Girls Club of America- College Expos- Kiwanis Engagements- 100 Black Men of America- USAREC Social Media/Print/video

New and Expanding FY20 Events and Activities:- Infinite Scholars- Central Intercollegiate Athletic Association- Partnerships/Sponsorships with DECA,

Health Occupations Students of America, National School Board Association, NASSP(National Principals Conference)

Outreach Efforts

1,355 Requirements covering 24 Language'sTop 3 – Spanish 1155 REQ with 1,209 ASGN

Korean 83 REQ with 46 ASGNChinese 26 REQ with 20 ASGN

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UNITED STATES ARMY RECRUITING COMMAND

Generational Comparison

Tech savvy: 2 screensRadical transparency (share all)

Focus on PresentMulticultural

ToleranceCommunicate with text

Share stuffDelayed Adulthood

OptimistsWant to be discovered

Team orientationTraditional Learners

Sources:Novak, Jill. "The Six Living Generations In America”. 23 Feb. 2017. http://www.marketingteacher.com/ the-six-living-generations-in-america/"American Generation Fast Facts." CNN31 Jan. 2017. http://www.cnn.com/2013/11/06/us/baby-boomer-generation-fast-facts/

Tech innate: 5 screensJudiciously share (geolocation off)Future FocusedBlended (race & gender)TogethernessCommunicate with imagesMake stuffPremature AdulthoodRealistsWant to work for successCollective consciousCritical Thinkers

(Born between 1980-1995)

(Born between 1996 – Present)

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UNITED STATES ARMY RECRUITING COMMAND

Recruiter Selection, Training & Assignment Process

Assignment Considerations:• Unit Strength• Preference/ EFMP / MACP / Language

Assignment (24 languages for 1000+ positions

Assignment Considerations:• Professional Development• Unit Strength / Maintaining Suitability• Preference/ / EFMP / MACP / Language

Assignment (10 languages for 170 positions)

Assignment Considerations:• Officer Preference• Nominating Branch for O1A positions• Exceptional Family Member Program

(EFMP) / Married Army Couples Program (MACP)

Regulary Army (RA) Department of the Army Select Recruiter (DASR):• Volunteer/Nominated• Suitability Screening • Administrative Waivers (Headquarters,

US Army Recruiting Command)

Regular Army Career Recruiter 79R:• DASR Volunteers • Approved by Battalion Commander &

US Army Human Resources Command• Process through Retention

Company Commander: • Assignment Interactive Model (AIM) 2.0• Suitability Screening • Unit/Soldier Match Ranking

SELECT TRAIN ASSIGN

Company Executive Officer:• AIM 2.0 Officer Cycle Manning • Suitability Screening • Volunteers for Available Locations

Assignment Considerations:• Officer Preference• EFMP / MACP• Clearing Background screening

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