6 ways the Army can appeal to Gen Zers and recruit more than a few good men and women

6 ways Army can appeal to Gen Zers and recruit more than a few good men and women that will help government overcome declining interest in military careers.

David Sprott is the Henry Y. Hwang Dean and a professor of marketing in the Peter F. Drucker and Masatoshi Ito Graduate School of Management and is on faculty at the University of St. Gallen in Switzerland. His research interests include retailing, branding, influence strategies, and marketing public policy. 

This is trite and easy to say but hard to do. Still, Gen Zers are likely to be more attracted to the Army if they knew what it really did. No doubt jumping out of airplanes would seem way cool on Instagram. No FOMO (fear of missing out) there. The Army provides a demanding, extreme career, and it has a compelling story to tell, offering not only skills training with significant value in the civilian marketplace but also a wide range of experiences. Those include: independence but with protection; military housing lets soldiers get married and live on their own without having to pay a fortune for a home.