Army sees safety, not ‘wokeness,’ as top recruiting obstacle

While some Republicans blame the COVID-19 vaccine or “wokeness” for the Army’s recruiting woes, the military service says the bigger hurdles are more traditional ones: Young people don’t want to die or get injured, deal with the stress of Army life and put their lives on hold.

They “just don’t see the Army as something that’s relevant,” said Maj. Gen. Alex Fink, head of Army marketing. “They see us as revered, but not relevant, in their lives.”

Addressing those longtime issues has taken on greater urgency as the Army tries to recover from its worst recruiting year in decades, a situation aggravated by the tight jobs market. The Army is offering new programs, advertising and enticements in an effort to change perceptions and reverse the decline.

One incentive gives recruiters bonuses of up to $4,500 per quarter if they exceed their baseline enlistment requirement. A pilot program allows young enlisted soldiers — those in the three lower ranks — to get a promotion if they refer someone who enlists and goes to basic training. Only one promotion per soldier is allowed.