Recruitment rhetoric in brochures advertising the all volunteer force |
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| Authors: | Leonard Shyles Mark Ross |
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| Institution: | 1. Assistant Professor of Communication Arts and Theatre , University of Maryland;2. Assistant Professor of Communication , Indiana/Purdue University , Indianapolis |
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| Abstract: | Solutions to Army personnel problems are of critical importance. Personnel issues continue to be problematic in a number of areas including: recruit intelligence level, careerist motivation of recruits, and the maintenance of trained, quality careerists in the all volunteer force (AVF). High attrition of skilled personnel is not related only to pay scale; pride in service, as well as intrinsic rewards may also relate to the retention and attraction of career‐motivated soldiers. This study analyzed the inducements offered and demands made of potential volunteers in brochures advertising the AVF. Most of the appeals in such brochures focused on instrumental rewards available to potential recruits, while few appeals featured traditional intrinsic satisfactions of military service as a motive for joining the AVF. The advertising strategy presently used in AVF brochures may explain in part why poor retention of skilled careerists continues to be one of its most severe problems. Recommendations for structuring future appeals are offered based on the findings. |
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