Employer Branding Initiatives of the US Army


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Case Details:
Case Code : HROB131
Case Length : 28 pages
Period : 2007-2009
Pub Date : 2010
Teaching Note :Not Available
Organization : US Army
Industry : Government
Countries : US

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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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“America has a vast experience with public relations and catchy phrases, but one of its best must be the “Uncle Sam wants you” recruitment slogan. So, America knows how to convince young men that it's either profitable, fun, or simply the “right thing to do” to join the army, but some of its more unorthodox methods seem to be more successful than the classic ones.”1

- Florian Totu, games editor at Softpedia.com2, in November 2009.

“I don't think our story is being told fully. We have over 150 military careers. We have great educational programs. We are a very high-tech Army and... we've gone out and talked to people and they don't realize that. And we're really proud to show those other aspects of the Army that aren't being covered.”3

- Edward Walters, Chief Marketing Officer, US Army, in September 2008.

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1] Florian Totu, “America's Army Boosts Recruitment Numbers,” http://news.softpedia.com, November 18, 2009.
2] Launched in November 2001, Softpedia.com is a website that offers downloads for mobile phones, games, drivers, and software for operating systems platforms such as Linux, Macintosh, and Windows, as well as web-scripts, Personal Digital Assistants, and other devices. It also indexes information.
3] “Q&A: Army CMO Edward Walters,” www.adweek.com, September 1, 2008.

 

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