全球智库信息集成服务系统

The services' current recruiting operations focus on the national and local levels

• The national level focuses on outreach to attract prospective recruits through service websites, advertisements, educational tours, chat rooms, direct mail, call centers, and tours and events.
• At the local level, recruiters conduct high school, cadet, community college, and other community programs or events and interview prospective recruits.
• All services reported combining primary data collection with third-party data to help target recruiting activities.
• The services would like to be able to use niche targeting and customized one-on-one messaging.
• Recruiters indicated their desire for more-modern systems that could improve the efficiency of their work.

DoD faces several challenges related to data-enabled outreach and recruiting practices

• DoD must protect personally identifiable information according to the Privacy Act of 1974 and related implementation guidance.
• The services have limited use of third-party data, including opt-in requirements.
• Many data sets are disconnected from each other.
• Recruiters reported lacking advanced analytical tools. They indicated that available tools focused on tracking leads or applicants through the recruiting process and did not prioritize individuals, leads, activities, or events based on their potential return on investment.
• The lack of feedback on the success of outreach and recruiting operations constrains the services' ability to improve recruiting processes.

The authors identified ways that the U.S. Department of Defense (DoD) and the services might be able to further deploy data-driven outreach and recruiting strategies in their outreach and recruiting processes. Their report summarizes information collected from stakeholders, subject-matter experts (SMEs), and the literature. The authors convened an advisory group of representatives from the services' recruiting operations divisions and marketing programs. The advisory group shared information on strategies, practices, policies, databases, algorithms, and tools. The authors also identified and convened a group of DoD Privacy Program and personally identifiable information SMEs to discuss the DoD Privacy Program, including related restrictions on data-enabled outreach and recruiting. Additionally, they conducted focus groups with military recruiters concerning recruiting practices and challenges at the local level and reviewed business and academic literature describing use of data-enabled practices in marketing and recruiting. The authors discuss barriers that must be overcome and provide actions that DoD can take toward enhancing use of data-enabled recruiting practices; these include evaluating the efficacy and efficiency of such practices.

• Chapter One

  Introduction

• Chapter Two

  Current Recruiting Practices in the Military Services

• Chapter Three

  Data-Enabled Marketing and Recruiting in Non–U.S. Department of Defense Organizations

• Chapter Four

  Key Capabilities Desired to Better Use Data-Enabled Outreach and Recruiting in the U.S. Department of Defense

• Chapter Five

  Challenges Associated with Better Use of Data-Enabled Outreach and Recruiting in the U.S. Department of Defense

• Chapter Six

  Implications for Facilitating Greater Use of Data-Enabled Outreach and Recruitment Practices in the U.S. Department of Defense

• Appendix A

  Protocol for Focus Groups with Military Recruiters

• Appendix B

  Additional Detail on the Recruiting Process