Leadership

Potential Recruits Seek Information Online For Military Enlistment Decision-Making

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Executive Summary

How do potential recruits decide to enlist in the military? What information do they seek on which to base career decisions? The Internet increasingly provides a medium for advertising and communication with recruiters and other potential recruits. The authors explored the influence of online communication on enlistment decision-making. Analysis of recent Army new recruit surveys showed that a sizeable proportion of recruits have encountered Army advertising or sought recruiting information online. They also examined online discussion forums - in which soldiers and prospective soldiers ask questions, trade insights, and vent frustrations - for postings indicating information seeking for enlistment decision-making.

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