"These successes do not come easy or cheap," said Lt. Gen. Timothy Maude, the Army's deputy chief of staff for personnel. Last year, the Army opened or relocated more than 110 recruiting stations, boosted the number of recruiters working in the Southwest and on the West Coast, and started targeting high school graduates with some college experience. In March, the Army launched a controversial new advertising campaign, "Army of One," replacing the "Be All You Can Be" slogan that defined the service for the baby boomer generation. While critics have derided the new slogan as anathema to the military ethos, service leaders say it isn't designed to reach those critics. While it's too soon to say how successful the new campaign will be, Maude said the early indicators are positive. Recruiters representing each of the services told the Senate panel that just getting the message out-that the services are hiring-has been a problem. In many parts of the country, recruiters are not welcome in high schools and do not have access to lists of graduating seniors, their traditional targets for pitching a military career.
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