Photo By Alun Thomas | Col. Terance Huston, brigade commander, 5th Recruiting Brigade, talks about the...... read more read more
PHOENIX – U.S. Army Recruiting Command leadership attended the Equipment and Moldmakers Leadership Summit, hosted by the Plastics Industry Association, Feb. 27, Arizona Grand Resort and Spa, Phoenix.
Speaking on behalf of USAREC was Col. Terance Huston, brigade commander, 5th Recruiting Brigade, who talked about the generational shift in the military and how to effectively engage and recruit millennials in the modern Army.
Huston said although the Army has widespread respect, many are unaware of the opportunities the Army offers.
“The Army doesn’t have widespread public knowledge or widespread public understanding of the 150 career fields and 190 military occupational specialties within it - a major challenge for the Army,” Huston said.
This in turn makes recruiting an enormous challenge, with the Army having to develop precision and broad marketing strategies to reach an increasingly diverse audience of potential recruits, parents, and influencing elements, Huston said.
“The Army isn’t interested in co-opting young men and women into joining the Army – we just want them to have the opportunity to make an informed decision about their future,” he continued. “There are many myths about serving in the Army, but I assure you the Army is one of the nation’s most versatile forces to meet the most difficult and ever-changing global challenges with the scale and scope to adapt as needed.”
Huston said the Army can maintain that versatility by understanding the new and next generation of citizens who would be Soldiers, which is achieved by constantly accounting for the next generational shift.
“This new generation has a strong professional drive, with a majority envisioning themselves in a professional job by age 30 – to include having advanced degrees,” Huston explained. “They’re also confident they will achieve their goals and have detailed plans about what school they’ll attend and the career they’ll pursue.”
This means we have to engage them earlier in high school than we have in the past, to accurately inform their decision cycle, Huston said.
“Parents are more involved in the research process and want to ensure that their child has researched thoroughly before making a decision … which means that we also must engage the parents in very deliberate ways,” he explained.
Huston discussed other shifts in Army ideology, such as gender-neutral standards, which will accommodate the changing balance of those entering Army service.
“Gender neutral standards, Military Occupational Specialties open to all, family-friendly programs, increased medical benefits and processing efficiencies are a few of those efforts that accommodate the current generation's needs,” Huston said.
Although this list is not all-inclusive, it is representative of the value that we put on reaching this generation, Huston added.
“It reinforces the Army’s relationship with the recruit, the family and the influencers,” he said. “Now, more than ever, we need to maintain and build upon the special relationship between the Army and the families that we recruit.”
Huston said he gains energy from the young people he meets in his travels, especially their willingness to put themselves out there and to take risk for their country’s betterment.
“But to get the best and the best out of them they must be informed and knowledgeable,” he said. “Our future is only as good as the young people we develop … and their future is only as bright as the mentorship we give them.”
Huston said he firmly believes that young men and women want to serve others and play an active role in setting the conditions for our society’s success.
“They want to be a part of something bigger than themselves … they want to make the world a better place,” he said. “We also must make sure they never lose their desire to selflessly serve others and serve their communities.”
| Date Taken: | 03.01.2017 |
| Date Posted: | 03.01.2017 11:39 |
| Story ID: | 225338 |
| Location: | PHOENIX, ARIZONA, US |
| Web Views: | 276 |
| Downloads: | 0 |
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