U.S. Army
What if you’re more capable than you realize?
For prospects who see the Army and its Soldiers as unrelatable “distant stars,” it’s hard to imagine having what it takes to succeed in the Army. This self-efficacy issue hurts propensity and threatens the mission.
The Evidence.
The Army scores below other jobs in terms of relevance:
Relevant to your life and interests
A brand you can relate to or understand
Helps people connect with others, feel like they belong.
A place where people share a lot in common.
The Tension.
They are standing on the precipice of adulthood and wondering if they have what it takes to succeed.
The Insight.
You don’t know what you’re capable of until you take that first step.
The Strategy.
Reveal how the Army supports soldier success, showing “proof” of the Army’s possibilities in skill development, belonging, and meaning.