That would have been a great idea.
The military needs PR in Canada. Forget Tik Tok and social media. Do the easy stuff first. Start with reservists wearing their uniforms outside of the drill hall. Be seen. The military has a built in super app. The uniform. Wear and be seen wearing it. High School kids in the reserves to prom etc. (if its a kilted reg they will look better than anyone else there
Wear Class A to weddings, galas and fund raisers. Wearing just to the erg dinner not seen by an one.
Work with vet orgs and the legion have them wear their metals etc.
Put the cadets back in the high schools. Spend some money there. Get them young......
Use the stone frigates, drill halls etc. for more out reach in the cities. Get into the new Canadian communities. This is the hard one. One example stand up the 1st Canadian Punjab Regiment.
As a organization I see a lot of hiding. Stop the social media and ads trying to be cool. its never going to work. All government organization are just bad at it. The military even more so. Go with what you have have. Tradition, history, uniforms, active life.
Too stop the downfall of the military it must start at the ground level.
I am sure I will get a lot negative for this.
I don’t think brainstorming ideas on how to increase recruiting/retention, and be more visible to the public, will/should get you a lot of negative.
Things won’t change if people don’t brainstorm or throw ideas out there. I think your ideas are all good ones, personally.
In terms of getting in front of the Canadian public, I’d take your recommendations & brainstorm.
- in Alberta we’ve always worn uniforms to/from work. I’m sensing that isn’t the case elsewhere?
- Static displays at the Calgary Stampede or Edmonton K-Days is always busy. A LAV and a TAPV, a few weapons changed to a table for the kids to play with, maybe a helicopter on static display, etc - helps us be more visible
- If the government funds the CBC to the tune of $11B a year, the CBC can damn well do some positive news stories on the CAF.
- 1000 members in Iraq training their security forces.
- 500 members in Ukraine training their military in the case of a Russian invasion…and look how well they’ve been doing thus far.
- Detail what’s included in these large military aid packages we send. “X Billion in military aid…” is pretty vague. Emphasize the 3000 Carl G’s donated & how it’s contributed to decimating Russian armoured forces
- Training exercises in foreign countries which can result in good things for the local populace. A positive spin on equipment procurement rather than ONLY focusing on the negative.
- DART deployments
You want us to fund you to the tune of $11B, and you go ahead and generate around $6B from advertising? You can report the good things too.
I’d also say DO NOT lower standards, or appear to be doing so. Keep the standards high, appearance crisp, and let the message be along the lines of “Want to make the world a better place? Join us.”
Appear to be a caliber above the rest. Canadians will notice and respect the organization more, and the applicants we get will be more passionate & driven, and I would think of a better quality overall.
(Think of the US Army - we think of professional, large, very capable, and a force for helping people in need, not just fighting wars. Now think of the USMC… most people just visually see it as another US Army, but the USMC has a reputation that attracts a certain type of person.)
You know who didn’t have a recruiting issue back when the Afghan War was in full swing? Us. I had applications coming in daily.
You know who doesn’t have a recruiting problem now? Ukraine.
Why do people of a certain flock go to these organizations when the fight is on? Because they want to make the world a better place. The military isn’t supposed to be ‘all accepting & all accommodating’ — if it appears that anybody can succeed, the ones that want something more will look elsewhere.
I think social media has a place. But you’re right, it has to be done proper.
(Look at the Royal Marines for how social media can be used to both inform the public of their importance & relevance, and recruit new members at the same time.)